Attribution did not die. It just stopped being free. Here is the stack we deploy for US advertisers.
Third-party signal loss has made deterministic, click-path attribution unreliable. The answer is not to stop measuring — it is to triangulate.
Server-side event collection
Conversions API for Meta, enhanced conversions for Google, and a server container that owns event quality. This recovers a meaningful share of conversions that browser-side tagging misses.
First-party data as the spine
Hashed email and phone at the point of conversion, consented and documented, tied to your CRM. Your own data is the only asset that appreciates here.
Incrementality over attribution
Geo holdouts and scheduled pauses answer the question attribution cannot: what would have happened anyway? Run them quarterly on your largest channels.
Blended targets
Judge the business on blended CAC and contribution margin. Platform ROAS becomes an optimization signal, not a scoreboard.
Consent, properly
With state privacy laws now live across much of the US, consent mode and a working preference centre are compliance requirements, not nice-to-haves.
Working on something like this? Book a free audit and we will look at your account directly.