Hi👋🏽. Last weekend, I was working on an anniversary gift for my partner, so I downloaded an app, Starmaker, to help me with a section of it. I first heard about Starmaker through a Meta ad, but I clicked on an app store ad when I finally downloaded it. This made me think about the problem of marketing attribution, because to the marketer monitoring Starmaker's channel data, it would appear that it was the app store ad that brought me in when it was really the Meta ad. I discussed this and a bunch of other things (like why you're probably thinking about customer onboarding wrong and how to beat competitors with comparison pages) in the latest issue of my newsletter. You can read the full thing here 🚀: https://marketingforgeeks.substack.com/p/mfg-08-the-marketing-flywheel-customer. Please give it a read and let me know what you think (and of course subscribe if it resonates with you)