Prove which marketing brought revenue
The spend is in one tool and the money is in another, and the report in the middle says a third of it came from Direct. That is a measurement problem, and most of it is fixable.
The situation
You are asked which channel paid for itself. The honest answer is usually "I cannot tell", because the visit that converted arrived with no campaign attached to it: the link was untagged, the click id was stripped by a redirect, or the person came back a week later by typing your name.
Reporting on that without saying so is how a channel gets cut for looking unprofitable when it was simply unattributed.
How it is done
1. Tag every link you control. utm_source, utm_medium, utm_campaign. They are set by you rather than reported by a browser, which makes them the only part of attribution nobody else can take away.
2. Let the click ids do the rest. Skomi recognises the identifiers the ad platforms add, Google, Meta, Microsoft, TikTok, X and LinkedIn among them, so a paid click that arrived untagged is still classed as paid rather than filed under Organic. The raw identifier is stripped from the stored address rather than kept.
3. Send the order. Revenue arrives with the currency it was taken in, stamped at ingestion, and attribution comes from the session rather than the individual event, so the campaign that brought the visitor gets the sale they made twenty minutes later.
4. Read the channel, not the referrer. A referrer is one site. A channel is the kind of traffic, and it is what a spend decision is actually about.
Where this stops
Skomi never converts currency. Sales in three currencies are reported in three currencies. That is deliberate, because a converted total is a number whose rate nobody can reconstruct later. It means a single blended figure is your job, not the product's.
It stops at the visit. Anything that happens off the site is invisible here: a phone call, a demo, a deal closed in your CRM two months later. If the sale completes elsewhere, this measures the top of the funnel and not the bottom.
Attribution is a model, not a fact. Skomi attributes to the session. Another tool attributing first-click will disagree with it, and neither is wrong. See why two analytics tools never agree.
Other jobs
Fix a leaking signup flow
Find the step people abandon, then watch what actually happened there.
Understand what app users do
Screens, sessions, releases and crash-free rates for software people install.
Hear from visitors before they leave
A comment attached to the page it is about, rather than a survey nobody starts.
Report without handing out logins
A read-only link for a client or a board, and a digest that arrives on its own.
Watch a launch day
See traffic arriving as it happens, and know within the hour if it is going wrong.