Paapi

Paapi is a marketing measurement platform with a budget allocation optimiser, built to answer one question: Where should the next pound of spend go for the best return?

When ad platforms claim credit for the same sale, it’s hard to see which channels are creating demand and where there’s room to spend more. Paapi brings multi-touch attribution, media mix modelling and incrementality testing into one connected view of performance, built around how each business actually converts.

Marketing teams can measure day-to-day campaign performance, understand the impact of upper- and mid-funnel activity, and model how reallocating budget between channels could improve incremental returns.