Notes
Short articles on attribution reporting practice—models, hygiene, and readout habits.
When Last-Touch Stops Being Honest
Signs your default attribution model is flattering paid channels and starving organic ones.
UTM Discipline for App Teams
A short naming habit that keeps attribution reports readable across agencies and internal launches.
What Thailand Growth Teams Argue About Credit
Patterns we hear when product, performance, and finance share one attribution table.
How to Read an Attribution Path Without Overfitting
A method for scanning multi-touch paths without inventing stories the sample cannot support.