BeFirst: Algorithmic Marketing Attribution & Ad Optimization
Server-side first-party attribution engine overcoming cookie deprecation to provide true multi-touch conversion telemetry.
The Challenge
Third-party cookie deprecation and iOS privacy changes blinded BeFirst’s media buyers, creating false attribution reporting and bloated customer acquisition costs across programmatic channels.
The Solution & Architecture
WDL implemented a robust first-party server-side tracking architecture (Conversions API) paired with a machine learning Markov chain attribution model in Snowflake.
Project Metadata
Key Technical Capabilities Delivered
Architectural components engineered specifically to resolve the client's scaling hurdles.
Server-Side Event Collection
Direct server-to-server dispatching of user milestones, bypassing browser ad-blockers and cookie restrictions.
Data-Driven Multi-Touch Modeling
Replaced simplistic last-click attribution with probabilistic Markov chain modeling that credits every campaign touchpoint.
Automated Budget Reallocation
Automated webhooks that trigger budget shifts to high-performing campaigns when marginal ROAS thresholds are met.
Technologies Used
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