What's new at Skeldir?

Learn how to navigate attribution discrepancies, understand ROAS ranges, and defend budget shifts with evidence-based frameworks.

Visual representation of attribution discrepancies showing platform overlaps
Attribution

Why Your Attribution Numbers Never Match

The Discrepancy Anatomy

Amulya Puri

8 min read

You open Skeldir and see it: Meta Ads revenue is 16% lower than what Meta claims. Not 2%. Not "rounding." Sixteen. Enough to change which channel gets funded next week.

Abstract visualization of ROAS ranges and uncertainty
Attribution

ROAS Is Not a Number—It's a Range

By Julie Atli • 7 min

When Skeldir shows a range—say, $2.80 to $3.60 ROAS—it's not being vague. It's telling you the truth about how much you don't know.

January 2026

Conceptual image of different attribution methodologies
Attribution

Attribution Methods Answer Different Questions

By Matt Jain • 9 min

Attribution is not one tool. It is a toolbox. If you pick the wrong tool, you get a clean, confident answer to the wrong question.

January 2026

Visual representation of budget planning and financial transparency
Budget Planning

Confidently Defend a Budget Shift Without Hiding Behind Dashboards

By Julie Atli • 5 min

You need something stronger than "the dashboard says so." You need a way to explain how your numbers relate to reality.

January 2026