Breef Breaks Through Attribution Silos and Optimizes Ad Strategy with Cometly + AI

As Head of Product at Breef, Will Kofski was focused on ensuring the marketing and product teams had clean, actionable attribution data — and before Cometly, that was nearly impossible.

“We had attribution — just not in one place. Data was siloed across platforms, reports were fragmented, and comparing performance across channels was a manual process.”

Even with decent platform-level data, there was no unified system to:

• Tie events back to their source in a clean, reportable format
  
• See which campaigns were truly driving performance
  
• Monitor attribution at the user-level, not just the abstract metric level
  

This lack of visibility made it harder to optimize at both a strategic and tactical level — from creative tweaks all the way to platform-level configuration.

Will and the team at Breef brought in Cometly to consolidate their attribution efforts into a single source of truth. The goal was to give stakeholders across marketing and product teams the ability to audit, monitor, and iterate — all in one place.

• Accurate Attribution: Finally enabled a true cross-platform view of performance that wasn’t tied to siloed reports
  
• Conversion API: Fed clean server-side data back into ad platforms for improved optimization
  
• Customer Journey View: Made it easy to visualize how users moved from first click to conversion
  
• Event-Level Attribution: Gave the team the ability to see exactly which users “counted” toward each event, by campaign and attribution source
  

“We needed a way to view attribution at the event level, across different sources — in one clean, consistent place. Cometly delivered.”

This clarity gave Breef the ability to go beyond surface-level metrics and truly understand how campaigns were performing across the funnel.

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With Cometly in place, Breef’s team experienced a huge leap in strategic clarity:

• Consolidated all attribution and campaign performance into a single dashboard
  
• Eliminated the need to manage multiple disconnected reports
  
• Gained visibility into which users, events, and campaigns were driving actual outcomes
  
• Used event-level insights to audit and iterate on ad strategy with precision
  

“The ability to see the actual users attributed to each event by campaign is huge. It’s unlocked a level of transparency we didn’t have before.”

Now, Will and his team don’t just track campaigns — they understand them deeply. And they have the confidence to refine creative, tweak setup, and scale what’s working without second-guessing the data.

As soon as Cometly AI was rolled out to early users, Will saw it as an opportunity to operationalize insights across his team.

Rather than relying solely on dashboards, the team now uses Cometly AI to:

• Ask smart, contextual questions about campaign performance
  
• Surface insights around user-level attribution across campaigns
  
• Audit attribution accuracy and platform configurations at scale
  
• Generate suggestions for improving strategy — both in campaign management and structural setup
  

“We use Cometly AI to audit, monitor, and iterate — not just at the campaign level, but at the infrastructure level. It’s helping us make smarter decisions faster.”

Cometly AI became a real-time analytics partner, allowing Will to go beyond reports and directly interrogate the data for clarity, confidence, and better performance outcomes.