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The $4M leak the dashboards never showed.

A Fortune 100 pharmaceutical company ran a $50M media budget on tracking it could not verify. KoruIQ scanned daily and identified $4M per year in recoverable media spend.

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THE NUMBERS

What the engagement measured.

$4M

per year in recoverable media spend identified from broken attribution and tracking

$50M

annual media budget the tracking stack was supposed to protect

of digital media budgets lost to broken attribution tags, per industry research

24 hrs

to detect a new tracking regression with daily scanning running

01 · SITUATION

Broken tags spend real money.

The company spent $50M a year on digital media. Broken attribution tags meant part of that spend bought traffic the systems could never attribute, while dashboards stayed green because they only measured what the tags captured.

Broken attribution

Tags failed silently on key journeys. Conversions happened; the systems buying the media never learned which spend produced them.

No regression check

Site releases shipped without a tracking regression test, so each deploy could quietly break measurement.

An industry-wide pattern

Per industry research, 8% of digital media budgets are lost to broken attribution tags. A $50M budget carries that risk at scale.

02 · APPROACH

Daily scans across staging and production.

NextRow deployed KoruIQ to scan tags and journeys every day across staging and production. The platform has its own home at koruiq.com.

Tag and journey scanning

KoruIQ walks the journeys customers take and verifies that every tag on the path fires with the right data.

Staging before production

Regression checks run against staging builds, so a broken release is fixed before it spends a dollar of media.

Dollarized findings

Each broken tag maps to the media spend flowing through it, turning tracking defects into a budget number.

03 · WHAT WAS MEASURED

$4M per year, identified and attributable.

KoruIQ identified $4M per year in recoverable media spend on the client's $50M media budget, measured during the engagement. The client is anonymized by policy.

Recoverable spend

$4M per year identified, attributable to specific defects and fixable by the teams that own them.

24-hour detection

With daily scanning in place, new tracking regressions surfaced within 24 hours, before a broken quarter of reporting could accumulate.

Analytics worth trusting

Verified tracking feeds the client's Customer Journey Analytics work.

About this case: figures come from NextRow's internal delivery measurement on the engagement described. The client is anonymized by policy; additional detail is available under NDA in an assessment conversation.

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