Release #12 - Live P&L, Cross Browser & Channel Attribution
Release Notes for: Dec 13, 2025 – Jan 22, 2026
Towards the end of 2025, our focus was on improving our core features with major upgrades on how revenue is attributed, stitched, and analysed across channels, while launching a new feature for Live P&L visibility.
1. Channel Attribution [NEW]
We now have a separate screen for Channel Level Attribution with further breakdowns by different sources within Channels and also WhatsApp/Email Campaigns.
This helps Brands get a clear visibility into Paid vs Organic vs Other channels.
2. Cross-Browser Stitching [NEW]
We have implemented an Identity Graph based proprietary algo to improved stitching of user journeys across multiple browsers.
This reduces attribution loss caused by browser switches and checkout redirects by combining deterministic and probabilistic signals to recover conversions that traditional pixel-based tracking misses.
Our goal was to identify Meta/Google overlaps within User Journeys which were missed out because of cross browser behaviour.
Meta Sessions open in a WebView and Google Ad Clicks in Native Chrome or Safari.
With Enrichment measured overlap is ~10% as opposed to ~1% earlier.
3. Live P&L [NEW]
We launched the first version of our Revenue Funnel after rigorous beta-testing.
This supports Live P&L calculations with Projection vs Actuals mode.
It integrates marketing performance with logistics (Shiprocket, Delhivery) and COGS (Shopify) along with the ability to configure Direct and Fixed costs.
Our goals is to help Brands move beyond monitoring ROAS and start analysing true profitability in real time.
🔮 What’s Next
Further penetration of Live P&L with Channel and Campaign level breakdowns
Enhanced cross-browser & probabilistic attribution
Daily Dashboard for a unified view of the most important Ads, Orders & P&L Metrics
AI-driven insights layered on top of channel performance.
Marketing CoPilot so Users can ask natural-language questions about ad performance
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