Content Commerce : Making the Case for a Channel Everyone Underrated
Lifted attribution coverage from ~10% to ~39%, validated against incrementality holdouts
Rebuilt Meesho's creator channel attribution model to accurately measure incremental sales across a complex, multi-touch user journey.
Problem
Existing attribution covered only ~10% of creator driven sales, undercounting impact and starving the channel of investment.
Approach
Rebuilt the model with custom, data-validated lookback windows across touchpoints, then confirmed results against incrementality holdout tests.
Solution
Replaced a single touch model with a multi touch framework that traced sales across the full creator to purchase path, giving the team a measurement system it could actually trust for budget decisions.
Success Metrics
10% → 39%
attribution coverage
7D / 14D
click and cart lookback windows
6
partner agencies standardized
Problem Statement
Case Study Details