Paid-to-Organic UA Spillage &
K-Factor Grader.
Isolate your pure organic baseline from marketing-induced chart spillage and virality. Drag sliders to compute true blended customer acquisition costs and scan for organic cannibalization risk.
UA Inputs
UA Spillage Outcomes
The math of attribution overlap.
Paid campaign scaling is non-linear. Ignoring spillage leads to over-spending on CPA, while failing to check for cannibalization hides marketing inefficiencies.
Logarithmic Chart Scaling
Store algorithms index download velocity. Paid UA pushes your app up the charts, triggering secondary organic traffic. However, this spillage saturates logarithmically as you reach top-tier rankings.
Organic Cannibalization
If your marketing campaigns target search keywords that match your organic brand name, you will pay for users who would have installed the app for free. This is shown as a negative baseline offset in our model.
CPA vs. eCAC Spreads
A reported CPA of $3.00 can represent an effective CAC of $2.10 if K-factors are high. Bidding limits should align with your blended eCAC rather than reported campaign CPA to scale campaigns profitably.
iOS vs. Android Spillage
Android ranks propagate fast, maximizing chart spillage yields. Post-ATT iOS relies on search and contextual ads, lowering the chart spillage coefficient and increasing the importance of direct viral multipliers.
Determine your true marketing return.
Marketing campaigns frequently over-attribute organic baseline traffic, creating false ROI readouts. We audit tracking layers, isolate organic spillage, calculate platform decay limits, and build custom bidding dashboards to help growth leads scale campaigns safely.