Problem: A leading music software brand knew what customers were buying, but not how they were buying. They lacked visibility into which products drove first-time conversions versus repeat purchases, and how much research customers typically conducted before purchasing. Previously performance marketing spend was based on incrementality testing alone which they deemed was not giving them an accurate enough steer due to limitations with the veracity of geographical holdouts applicability across diverse markets'. As such they chose to introduce multi-touch attribution.

Solution: They turned to Paapi for three key reasons:

• User-level journey tracking to distinguish first converters from repeat purchasers by product

• Time-to-conversion measurement across channels to understand the real sales cycle

• Cross-channel visibility to see where research was actually happening before purchase

Result: Paapi replaced assumption-based decisions with a clear, evidence-backed picture of the full customer journey.

• Facebook identified as the highest-research channel, averaging 27 page views before a paid conversion

• First-converter products identified, focusing performance spend where it drives genuine new customer acquisition which directly informed the creative strategy

• Measured reduction in time to conversion following creative and strategy changes informed by Paapi data