Privacy-First Marketing Attribution

Walled gardens hide performance.
We prove what's real.

A single, defensible view of incremental lift across digital, retail media, and in-store sales. For marketing and finance. No cookies. No tags.

Book a demo → Get the 2026 Playbook

2–3× ROAS accuracy vs. last-click

3× upper-funnel Typical investment growth

Zero cookies Tagless, privacy-compliant

Trusted since 2005 by Marketing & Finance leaders at

Comcast IPG Nielsen Pepsico Proactiv NASCAR Nestle US Bank Hertz

Proof

A boardroom-ready view of lift, halo, and wasted spend.

We unify every channel and outcome to reveal true incremental impact so you can invest with confidence and grow what works.

●Incremental revenue shows the lift your marketing actually created.
●Organic base isolates what would have happened anyway.
●Optimized recommendations point budget toward the channels most likely to drive more growth.

2–3xhigher ROAS accuracy vs. last-click

37%of revenue typically invisible to last-click

$2.6Mreallocated to higher performing channels

Book a Demo → See the Playbook →

Executive measurement dashboard with lift, channel incrementality, and budget reallocation recommendations.

Incremental impact view

The Measurement Gap

Your dashboards disagree. Finance doesn't trust them. Neither should you.

Privacy rules killed the cookie. Retail media swallowed the conversion. CTV watches happen individually, asynchronously, on someone else's screen. Every tool you're using was built for a world that no longer exists.

01 — Data Blind Spots

Privacy laws erased your visibility.

Third-party cookies are gone. iOS restricts tracking. Walled gardens don't share. The result: up to 37% of what's really driving conversion is invisible to legacy tools.

See the blind spots →

02 — The Retail Halo

Your TV ad drives Amazon sales you'll never see.

Retail media platforms don't share exposure data. Purchases happen off-site. Last-click gives Amazon all the credit and starves the upper-funnel media that actually drove intent.

See halo measurement →

03 — Finance vs. Marketing

Three dashboards, three answers, zero alignment.

GA4 says one thing. Meta says another. Your MMM vendor says a third. The CFO picks the pessimistic number. Upper-funnel investment gets cut. Growth stalls.

See the finance view →

I built the original attribution platform. When privacy killed the cookie, I built what has to replace it.

Jeff Greenfield · Founder

The Backstory

The people who wrote attribution 1.0 are writing the sequel.

In 2008, Provalytics founder Jeff Greenfield pioneered multi-touch attribution with C3 Metrics — a platform that defined how a generation of marketers measured digital media, from paid search to display to social.

Then the ground shifted. Apple changed iOS. Google killed third-party cookies. State privacy laws multiplied. The infrastructure C3 was built on vanished overnight — and every tool that came after it was built on the same obsolete foundation.

Provalytics is what attribution looks like when you start over, on the other side of privacy. No cookies. No tags. No user-level tracking. Just the media you already run and the outcomes you already measure — connected by causal math that actually holds up in a boardroom.

Read the methodology →

The Platform

One system. Every channel. No tags, no tracking, no guesswork.

Provalytics doesn't patch old models. It replaces them with causal, incrementality-based measurement that works whether the impression aired on NBC, streamed on Hulu, or played in someone's earbuds.

Privacy-first architecture

Zero cookies. Zero tags. Zero user-level data. Built from the ground up for GDPR, CCPA, and whatever comes next — using only aggregated media and response data you already have.

Incrementality, not correlation

Bayesian Seemingly Unrelated Regressions isolate true causal lift — separating what media actually drove from what would have happened anyway. An "organic base" that finally lets you prove paid impact.

Every channel, every destination

Linear TV, CTV, podcasts, paid social, search, display, direct mail — measured on the same scale. Purchase happens on your website, on Amazon or Walmart, or at a physical store location? We connect the media that drove it.

Creative-level granularity

Down to Network × Daypart × Creative for TV. Down to Campaign × Ad Set × Asset for Meta. A Creative Performance Index normalized across impressions — so you know which spot actually lifted the business.

Halo & de-duplication

Redistributes brand search credit to the upper-funnel media that actually drove intent. Captures TV's true impact on Amazon revenue. Eliminates the double-counting that makes every platform look like a hero.

Finance-ready outputs

Executive dashboards your CFO will actually sign off on. Scenario simulators for budget defense. Reporting formatted for QBRs, board meetings, and the conversations that actually move money.

AI Access

Stop exporting data. Start talking to it.

Your measurement is already modeled. Now your team can access it directly inside Claude and ChatGPT.

No downloads. No file splitting. No waiting on reports. Just ask questions and get answers from live Provalytics data.

See it in action →

Verified AI Connected

Claude-Ready

ChatGPT-Ready

Before

Dashboard → Export → Clean → Upload → Ask

After

Ask

Methodology

Built to stand up to scrutiny.

Provalytics makes the logic legible enough for finance, analytics, and media teams to interrogate together.

Most measurement models rely on correlation. Ours is built to isolate causation.

We combine Seemingly Unrelated Regressions with Hierarchical Bayesian estimation to model lift across outcomes while accounting for carryover, diminishing returns, and channel interaction.

Get the methodology overview →

Validation Stack

yμ = Xμβμ + uμ

KPI equations are modeled together with cross-equation correlation so outputs stay economically coherent and defensible.

R² 0.97 Goodness of fit, typical deployment

MAPE 1.78% Mean absolute percentage error

K=5 K-Fold cross-validation

12 mo. Minimum data required

Wherever Sales Happen

Your customers don't buy where your tracking works.

Sales don’t happen in one place. Measurement shouldn’t either.

Some convert on your website. Some on Amazon or Walmart. Some walk into a store three weeks after seeing a CTV ad. Provalytics measures the media that drove every one of them — on the same scale, in the same report, in the same P&L.

01 — Your Website

Direct response & lead gen.

Form fills. Trial starts. Subscriptions. Quote requests. Enrollments. Whether you're driving a sale or a lead, every outcome is measured without tags or pixels — validated against your own CRM data.

DTC · Lead gen · Subscription · Enrollment

02 — Retail Media

The marketplaces.

Amazon. Walmart. Target. Chewy. Instacart. Retail platforms don't share exposure data — so your CTV and upper-funnel investment goes uncredited. Our halo modeling captures it.

Amazon · Walmart · Target · Chewy

03 — Brick & Mortar

Physical stores.

In-store transactions, foot traffic, location-level performance. The conversion finance still counts but digital attribution platforms pretend doesn't exist. We connect your media to the register.

POS · Foot traffic · Geo lift

One platform. One taxonomy. One P&L view.

Most brands run three measurement tools — one for DTC, one for Amazon, one for retail. They disagree, they double-count, and the CFO can't tell which dollar actually worked. Provalytics unifies them.

See your unified view →

Built For

Where Provalytics delivers the strongest impact.

Where cross-destination measurement, long consideration windows, lead-funnel complexity, or regulated comparison create the hardest attribution problems — that's where Provalytics is strongest.

E-commerce & Retail

Measure DTC, Amazon, Walmart, and physical retail on the same scale. Capture the upper-funnel media that actually drove marketplace and store conversions — not just the last click.

See e-commerce solutions → 02

Financial Services & Insurance

Quote-to-bind attribution. Account-opening lift. LTV-weighted acquisition. Multi-product households. Built for regulated, long-consideration channels where a lead isn't the end — it's the beginning.

See FSI solutions → 03

Lead Generation

B2B demand gen. SaaS trials. Mortgage applications. Service inquiries. Any funnel where the conversion event isn't a purchase but a qualified lead — with sales cycles that outlast any click-window an ad platform can measure.

See lead-gen solutions → 04

Education

Enrollment attribution across inquiry, application, and start. Program-level ROAS for online universities, bootcamps, and continuing education. Seasonal intake cycles modeled on your real academic calendar.

See education solutions →

Trusted by enterprise marketers across retail, healthcare, and financial services.

Free Download

The 2026 Attribution Playbook.

A practical field guide for proving impact when the cookie is gone, the click is weaker, and finance needs one answer. Includes examples from retail, CPG, financial services, and subscription brands, plus the frameworks behind a finance-ready measurement rollout.

→ Why spike-based TV attribution broke — and what replaced it
→ The halo effect on Amazon, Walmart, Target, and Chewy
→ How to align Finance and Marketing on one source of truth
→ A practical framework for validating incremental lift

Download the playbook →

2026

Attribution Playbook

Proving Impact in a Cookie-less, Click-less World

A field guide for marketing leaders who need to defend every dollar.

Walled gardens hide performance. We prove what's real.