Vidikovac - Consent-Aware Marketing Attribution and Measurement Platform

Dashboard, Channel ROAS, attribution models, conversions and conversion detail. The market and Net or Gross filters in the top bar carry across all of them, and every one of the 28 demo bookings opens its own detail page.

Last click, position-based (40% first, 40% last, 20% spread over the middle) and data-driven (Markov chain removal effect). Each model adds up to the booking engine's 3,412 net bookings, with 612 shown as unattributed for lack of consent.

30-day click window, 1-day view window for paid social only, and bookings provisional until the free cancellation deadline or the travel date, whichever comes first. The policy version is shown in the top bar and on every booking.

28 conversions (24 stitched to their touchpoints), 46 campaigns across 12 channels in 8 channel groups, 9 source markets, 7 staff users and 3 versions of the data-driven model.

Every Platform Claims the Same Booking

Google Ads, Meta, Microsoft Advertising and the affiliate networks each count conversions their own way. Added together they reported about 1.7 times the real bookings, so whichever dashboard was loudest won the budget.

Bookings That Are Not Yet Revenue

Travellers book early and change plans, so cancellations run high. Under the EU Package Travel Directive a package can be cancelled with a full refund in unavoidable and extraordinary circumstances, so a booking is not final until the travel date passes. Channels that drove flexible-rate bookings looked better than they were.

Consent Before Any Tracking

Montenegro is outside the EU, but the GDPR and the UK GDPR reach a seller that monitors EU and UK visitors. Under the ePrivacy Directive and PECR, analytics and advertising tags need prior consent, and server-side tagging changes where tags run, not whether consent is needed. Unconsented traffic has to stay out of the journeys.

Platform Data That Is Getting Thinner

Google and Meta are gatekeepers under the Digital Markets Act and ask advertisers for explicit consent signals, so modelled or reduced conversion data is expected for EEA traffic. Hashed emails and phone numbers sent back to the platforms are still personal data and need their own consent.