---
title: "Breef Breaks Through Attribution Silos and Optimizes Ad Strategy with Cometly + AI"
description: "Breef used Cometly to break free from attribution silos and unify their ad data across channels. With user-level attribution, Conversion API signals, and journey tracking, Will Kofski and his team now have full control over campaign analysis and strategy. And with Cometly AI, they’ve added a layer of automation and intelligence — helping them audit, monitor, and refine performance like a data-driven growth team should."
source: "https://www.cometly.com/customers/breef"
---

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

Breef used Cometly to break free from attribution silos and unify their ad data across channels. With user-level attribution, Conversion API signals, and journey tracking, Will Kofski and his team now have full control over campaign analysis and strategy. And with Cometly AI, they’ve added a layer of automation and intelligence — helping them audit, monitor, and refine performance like a data-driven growth team should.

- Company: Breef
- Industry: Marketplace Service
- Interviewed: Will Kofski, Head of Product, Breef
- HQ: New York, NY
- Website: https://www.breef.com

## About Breef

Breef is the world's first agency marketplace, helping brands build teams and manage agency projects in one platform.

## The Challenge: Fragmented Attribution and Siloed Data

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.

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

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.

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

> 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.”

## The Solution: Cometly as the Attribution Control Center

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.

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

- 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.”

## The Results: Unified Reporting + Strategic Ad Optimization

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

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.

- 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
- 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.”

## How Cometly AI Powers Real-Time Auditing and Strategic Improvements

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:

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.

- 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.”