← All insights
Tracking that survives iOS, ad-blockers and bad UTM hygiene
A pragmatic stack for first-party tracking that gives you numbers you can actually defend in a board meeting.
Attribution is broken — but you can still make decisions with confidence if your stack is built right.
Start with one source of truth
Pick one number that everyone trusts. For most founders I work with, that's Contribution Margin per Acquisition. Everything else feeds into it.
The minimum viable stack
- Server-side GTM
- Deduplicated conversions across Meta, Google, TikTok
- Enhanced conversions with hashed PII
- A weekly MER snapshot in a spreadsheet you can email
Channel ROAS is a story. MER is the truth.