Attribute
This MVP evolved into a revenue-generating, award-winning product (two industry awards) used by radio stations and advertisers to evaluate ad performance. I partnered with product and engineering to turn imperfect data into clear, confident advertising decisions.
Core challengeRadio stations and advertisers lacked a reliable way to interpret imperfect performance data, making it hard to compare ad placements across time or confidently decide where to invest ad spend.
Key decisions
Handling data integrity
Attribution numbers changed after ads aired. I made it clear when data wasn’t final so users didn’t jump to conclusions—reducing misreads and increasing trust.
Designing for comparison
I made it easy to compare performance across time and placements instead of spotlighting single metrics, helping teams focus on patterns and not spikes.
Supporting user judgment
The product provided context without auto-optimizing too early—keeping users in control while still guiding decisions.
Making time flexible
Users could adjust time/date ranges and aggregation without losing context or data integrity.
Annotations
- 1Top-level metrics separate traffic, visits, and new users, helping users distinguish between awareness and conversion signals rather than collapsing everything into a single score.
- 2Shaded regions indicate attribution windows that are still in progress. This signals uncertainty and prevents users from treating early data as final.
- 3Upcoming spots connect historical performance to what’s scheduled next.
- 4Complete vs ongoing status helps contextualize performance across the week.