Marketing attribution can tell you where performance drops, but it often can’t explain the cultural and linguistic friction behind the numbers. Developed jointly by CompassGEO and AppsFlyer, this white paper explores how localization quality directly influences the customer behaviors attribution systems measure, impacting conversion, CAC, ROAS, retention, and market-level decision making.

It introduces the Localization Attribution Layer, a model for connecting localization quality with performance data to uncover the “why” behind international performance gaps, protect the integrity of AI-driven optimization, and help brands make more confident global growth decisions.