Data
Attribution
Knowing which channel caused the sale, not merely which one touched it.
The problem
Every platform claims the same conversion. Add up the reported numbers and you have more sales than the business made. Last-click attribution then quietly credits whichever channel happened to be last, which is usually branded search — the one channel that would have converted anyway.
Precision
How the work actually runs.
Model rather than assume
Data-driven attribution where the volume supports it, and clearly labelled estimates where it does not.
Test incrementality
Holdout tests that show what happens when a channel is switched off, which is the only honest answer.
Reconcile to finance
Marketing-reported revenue matched to the accounting file, monthly.
Evidence
Measured in the client’s own systems.
Questions
Answered before you ask.
Is last-click ever acceptable?
For a single-channel account with a short cycle, it is roughly right and much simpler. For anything multi-channel with a considered purchase, it systematically misleads.
What is a holdout test?
Switching a channel off in one region or audience while leaving it on elsewhere, then comparing. It is the closest marketing gets to a controlled experiment, and it occasionally proves an expensive channel was doing nothing.
Intelligence
The markets we run this in.
- Egypt A market of volume, not price — won on cost per acquisition rather than budget size.
- Saudi Arabia The most competitive auction in the region, and the highest customer value.
- UAE A multilingual, multinational audience where language targeting decides the outcome.
- Qatar Small and high-value — it rewards precision and punishes broad campaigns.
Innovation
Related thinking.
Guides
Google Ads for Furniture Stores and Showrooms
Furniture breaks standard Google Ads assumptions — showroom attribution, feed and imagery discipline, shared household decisions and long attribution windows.
· 3 min read
Guides
Google Ads Account Suspension: How Recovery Actually Works
How Google Ads suspension recovery actually works — reading the policy reason, fixing before appealing, what makes recovery harder, and…
· 3 min read
Trends
What Is Changing in Saudi Digital Marketing
Six structural shifts changing how Saudi digital marketing accounts should be built — AI search results, server-side measurement, automation, and…
· 3 min read
Growth
Start with the numbers you already have.
Send us access to your accounts, in whichever markets you run them. In ten working days you get a written growth review: where the money leaks, what to fix first, and the return we would underwrite.
We reply within one working day
New Cairo, Egypt
Egypt · Saudi Arabia · UAE · Qatar