About

Built by people who did this by hand, in spreadsheets.

Catalxst comes out of an omnichannel agency. Every month: pull the exports, argue about windows, discount what we did not believe, explain it to the client. Catalxst is that process, made consistent and auditable.

A stack of printed spreadsheets with pencil annotations and a teal pencil. — Where this started. Image is generated.

What we believe

The attribution problem was never about Chrome.

Google kept the cookie in 2025 and little changed. Safari, Apple’s ATT, twenty state privacy laws and the walled gardens already ended cross-platform, user-level attribution. We do not pretend to offer it.

Fast numbers and true numbers are different numbers.

Platform attribution is quick, so it steers the day. Experiments are slow and true. Most teams need both in one view, clearly labelled. The IAB puts $26B of ad spend on hold over measurement distrust.

A benchmark is a starting point, and should say so.

We seed factors from the largest published experiment datasets. They are vendor-reported and perishable, so every factor carries its source and date, and yours replaces it the moment you have one.

What we won’t build

Another multi-touch model: The single cross-site identifier they depend on is gone.
An identity graph: We work from aggregate platform reporting. No customer-level data.
A clean room: They suit budgets above ours. We reconcile what platforms already report.

Many signals in. One out.

Talk to the people who build it.

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