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Paapi is an ad measurement and data activation platform for performance marketers tired of ad platform attribution propaganda and wasted spend. Paapi connects ad platform APIs with user-level path data and causal attribution to give campaign performance analysis and data activation in one unified interface. We help you spot and cut waste, and dial up spend to the segments and channels that are actually working. Unlike other multi-touch attribution platforms in the market, we’re not just reporting on post-click paths, but applying overlaying causal attribution (based on media mix modelling + incrementality testing), configured specifically for your brand. Paapi then goes further, enabling you to directly activate conversion signals and web audiences directly from these insights to directly deliver more efficient and effective performance, improving profitable return on ad spend, and ultimately lifetime value.