$1.2M found in a channel they nearly cut

Podcast reads are the hardest channel to measure: a listener hears a URL in a car, types it into a phone three days later, and subscribes a week after that. Tessellate had been judging its shows on the traffic that arrived within an hour of an episode dropping.

Vanity codes that behave like links

Each show now reads a short vanity path on Tessellate's own domain. Trace holds the click ID through the trial and the first renewal, so a subscription that starts eight days after the episode still points at the show that caused it.

The show at the top of the cancellation list turned out to be the second largest source of paid subscriptions in the portfolio.

What changed

• $1.2M of annualised revenue reassigned to the correct channel
• Show budget reallocated mid-quarter rather than at renewal
• Attribution window extended from 1 hour to 30 days without losing accuracy