Marketing attribution is the process of identifying which touchpoints contributed to a sale. When those touchpoints occur on a platform you don't own, attribution becomes harder. When the sale itself occurs on that platform, the data gap is structural and requires deliberate infrastructure to bridge

Founders who assume they have discovered a repeatable acquisition channel are often surprised to find that performance degrades just as they begin to rely on it. Rankings fluctuate. Lead quality declines. Pricing pressure intensifies. The platform begins to feel unpredictable, even hostile. At that point, the marketplace is blamed, when in reality it has been doing the same thing all along: optimizing itself.