#attribution

#attribution

We built funnels, tracked clicks and optimized journeys because we could seewhat was happening. We optimized for the "messy middle": customer journeys we can track on the open web. The premise that we can see it all, track it all is obsolete. The customer journey has migrated to closed AI environments, leaving our analytics stacks blind. The causal link between action and result has evaporated.

Traditional marketing metrics can tell you what happened last month, but they're like my tarot cards when predicting the future-confusing, vague, and not always accurate. Fortunately, some marketing KPIs predict future growth, and the companies achieving 10x revenue growth have figured out which ones matter. In this deep dive, I'll share the 10 marketing KPIs that leading subscription businesses use to predict and scale revenue growth.

The notorious Scattered Spider hacking collective behind cyber attacks on Marks & Spencer and others is likely leaning on the expertise of other cyber criminals to enhance the severity of its attacks and the volume of its victims, according to NCC Group's Threat pulse report for August 2025. The gang's attacks this year appear to herald a threat landscape in which collaboration is increasingly the watchword among cyber criminals.

For a long time, marketers have gotten away with flying blind. Campaigns have been run on a patchwork of incomplete inputs across various platforms, missing key fields and rarely aligned goals. Brands didn't question performance. As long as the top line and bottom line were fine, who cares how clean the data was? The consequence? Multimillion-dollar decisions were made based on the wrong data. Siloed teams were operating on different definitions of success. Media and measurement stacks didn't speak the same language.

Every touchpoint played a role, but last-touch attribution credits only the finish line.

The Advanced SRN integration between AppsFlyer and X Ads uses two complementary methods of attribution. When users make their device IDs available on both the advertiser's app and on the X app, AppsFlyer uses deterministic attribution through device ID matching, which accounts for approximately 25% of iOS traffic.

Unoriginal content reuses or repurposes another creator's content repeatedly without crediting them, taking advantage of their creativity and hard work.

"The games industry, and particularly the mobile space, is constantly evolving to match the everchanging needs and desires of players and their demands," said Appcharge CEO Maor Sason.

Meta’s new feature for Verified subscribers includes a "Request original credit" toggle for Reels, promoting proper attribution by linking reposts back to the original creator.