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Proova

Proova is a comprehensive revenue attribution platform designed for businesses leveraging influencer marketing. It bridges the gap between online engagement and offline transactions by providing real-time tracking of revenue generated through various channels including WhatsApp, direct messages, and offline payments.

6 monthsSource Live Demo

The Problem

Businesses struggled to accurately attribute revenue to specific influencers when transactions occurred through informal channels like WhatsApp, DMs, or offline payments. Traditional analytics tools only tracked online conversions, leaving a significant portion of revenue unattributed.

The Solution

Built a comprehensive attribution system that generates unique tracking links and codes for each influencer, captures transaction data across all channels, and provides real-time dashboards showing true ROI for every marketing partnership.

Architecture

Next.js frontend with SSR for SEO and performance

Django REST API with PostgreSQL for data persistence

Redis for caching and real-time analytics

Celery workers for async processing of attribution data

Webhook system for integration with payment processors

Technologies Used

Next.jsDjangoPostgreSQLRedisCeleryDockerAWS

Challenges

1Handling offline payment attribution without relying on online tracking pixels
2Building a real-time analytics pipeline that processes thousands of events per second
3Creating a flexible webhook system that integrates with various payment processors

Engineering Trade-offs

1Chose Next.js with SSR over a pure SPA — faster first paint on dashboards, at the cost of more complex server-side data fetching logic
2Chose a double-entry ledger over a simple balance-update model — guarantees financial integrity and auditability, at the cost of more complex write paths for every transaction
3Chose Redis Streams over a dedicated message queue (e.g. RabbitMQ) for real-time events — lower operational overhead since Redis was already in the stack, at the cost of weaker delivery guarantees than a purpose-built queue

Lessons Learned

1Offline attribution requires creative solutions beyond traditional web analytics
2Financial data demands rigorous validation and audit trails
3Real-time systems require careful consideration of eventual consistency

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Proova