Every platform change in the last five years punished brands whose customer identity lived inside an ad platform. The fix is boring: a server-side event pipeline into a warehouse you control.
Minimum viable stack is a hosted warehouse, a server-side tag endpoint, and a nightly job that reconciles orders to sessions. Under $300 a month for most brands doing under $10m.
Do not start with modelling. Start with a reliable, deduplicated order and session table. Attribution built on shaky ingestion is a confident wrong answer.
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