Buyers research for weeks.
Your reporting assumes days.
High order values and long consideration cycles make home the category where standard attribution windows are most misleading. The channels doing the persuading rarely get the credit, so they are usually the first to be cut.
The channel that persuaded
rarely gets the credit.
A customer buying a sofa researches for three to six weeks, across devices, comparing across retailers. By the time they convert, the discovery that started the process sits far outside any default attribution window. The result is predictable: upper funnel appears wasteful, gets cut, and revenue falls two months later for reasons nobody connects back to the decision. Pakobazaar entered the Greek market profitably because measurement was built for the actual cycle length before spend scaled.
Pick a symptom. We know the cause.
Upper funnel always looks like waste.
Default windows capture days when the decision takes weeks. Everything early in the journey appears unproductive, so it is defunded first and demand dries up later.
Campaigns never seem to leave learning.
High-value categories produce few conversions per week, so platforms optimise on thin data. Standard campaign structures fragment that signal further.
New territory spends aggressively and returns slowly.
Entry budgets are set from established-market efficiency, which does not exist yet, so early performance looks like failure and the plan gets abandoned before it matures.
A handful of products absorb the entire budget.
Performance-based automation concentrates on proven items, which is efficient short term but leaves most of the catalogue undiscovered and caps total addressable revenue.
How we grow home brands.
Measurement first, because in this category every media decision made on bad attribution compounds slowly and expensively.
Long-cycle attribution
Windows and models built for your genuine consideration period, so upper funnel is judged on what it actually contributes.
High-AOV funnels
Sequenced journeys that educate across weeks rather than pushing for a same-session conversion that was never realistic.
Room-scene creative
Context-led assets that let buyers picture the product in their own space, which is what actually moves considered purchases.
Cross-sell sequences
Post-purchase flows timed to the room-completion cycle, when the next purchase is genuinely being considered.
The right fit
We are built for brands that have found what works and run into the ceiling of it. That are already investing seriously in growth, judge the work by what reaches the P&L rather than what fills a report, and want a partner who will argue with them over one who agrees.
How long does your buyer
actually take?
Book a strategy call. We will look at your real decision cycle against the windows your reporting uses. The gap between them usually explains the budget argument you keep having.
