OPPO's acquisition programs were active across Google, Meta, and TikTok, but channel-level reporting was masking true conversion contribution. We redesigned the performance model around a shared attribution framework that could separate assist value from closing value, making budget decisions more defensible and less reactive.
The first step was taxonomy and signal hygiene. We standardized campaign naming, UTM structure, and event mapping across platforms, then built an analysis layer that compared cost, quality, and downstream behavior by audience type. This exposed placements with inflated top-line numbers but weak conversion depth.
With cleaner visibility, we introduced a reallocation cadence that moved spend toward combinations with stronger blended return. Creative testing was tied directly to funnel outcomes, so media and creative teams optimized toward the same business objective instead of competing KPIs.
The result was a more efficient acquisition system, reduced wasted spend, and a decision model leadership could trust. Cross-platform attribution turned from a reporting artifact into a practical lever for growth.