Maybe you've had this experience. You run ads across multiple channels, and a big share of the budget goes to video: TikTok, YouTube, Meta video at the top of funnel.

People don't click those ads much. They watch, then later they open Google and search your brand name. The click attribution goes to whatever got clicked last: Google brand, Microsoft brand, organic search, or in the worst case the order comes through completely unattributed.

The video that actually started the sale gets no credit. But you know it's working, because when you stop running those campaigns, revenue drops. When you scale them, it climbs. The clicks just never told that story.

Halo Modeling resolves that conflict. It gives credit back to the channels that earn attention but don't collect clicks, and unlike every black-box approach out there, it shows you exactly how.