BACKGROUND Coolibar, a leading clothing company that provides UV-protective outerwear, relies heavily on its e-commerce business to thrive in a competitive market. The company invests in marketing channels — both offline and online — to drive orders and sales of its outerwear. Coolibar had invested significantly in paid search knowing that it directly drove customers to its online store to make purchases, but other marketing channels were harder to measure, and in particular, were more difficult to track. Channels such as social media, video, mobile and display ads present a measurement challenge precisely because they are not designed to generate direct consumer responses and therefore difficult to measure with cookies, tags and traditional attribution. Coolibar’s VP of Interne

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