Why I built Zyro: revenue attribution broke before ads did

For a long time, I assumed if ads weren’t performing, the problem was creative, targeting, or spend.

But after running my own online business for years, I noticed something else:
I no longer trusted where revenue was actually coming from.

“Direct” traffic kept growing.
New sources like AI tools and communities didn’t show up cleanly.
ROAS started to feel… fuzzy.

Analytics tools told me what was clicked.
A/B testing tools told me what won.
But neither told me who was actually close to buying, or how to optimise for them.

That gap is what led me to build Zyro.

Zyro focuses on three things:

• Clear revenue attribution across 50+ traffic sources

• Detecting high-intent behaviour on a site

• A/B testing offers and experiences based on intent or traffic source, not averages

Instead of treating every visitor the same, Zyro helps answer questions like:

• Which traffic actually leads to purchases?

• How should offers differ for Facebook vs AI vs email traffic?

• Where should budget really go?

I’m sharing this here because attribution is getting harder, not easier — especially as traffic sources fragment.

If you’re dealing with similar issues or rethinking how you measure growth, I’d love to hear how you’re handling it.

You can learn more about Zyro here:

Zyro - Revenue Attribution and Conversion Optimization