Abhilash LR
Founder, Coact
Performance and growth marketing across Singapore, India, and Indonesia.
About Abhilash
Abhilash LR is the founder of Coact, a performance marketing agency that runs paid acquisition, measurement, and growth systems for ecommerce, D2C, and app businesses across Singapore, India, and Indonesia. He works directly on client accounts — the Meta and Google campaigns, the CAC and ROAS maths, the attribution and tracking setups — and writes the majority of the Coact blog.
His focus is the unglamorous core of growth: whether spend is actually causing revenue, how measurement breaks in a post-cookie and iOS-opt-out world, and what genuinely works in Southeast Asian and Indian markets rather than what US-centric playbooks assume. He writes to correct the record as much as to explain it — several Coact posts exist to fix numbers the industry repeats wrongly.
Areas of focus
Paid media — Meta & Google Ads (ecommerce, D2C, lead gen)
App user acquisition and retention economics
Attribution, incrementality, and conversion tracking
First-party data and privacy across SG / IN / ID
Fractional growth lead / CMO work
Recent writing
Attribution & Measurement: What Actually Tells You What's Working
Across 2,226 Meta experiments, last-click attribution explained just 19% of real incrementality. Here's how to measure marketing that actually holds up.
How to Optimise Your Site for AI Search in 2026
Google says there are no special requirements to appear in AI Overviews. So what actually works? Three layers — content, structure, and crawler access — sourced.
Is Your Brand Invisible to ChatGPT? How to Check
You can check whether ChatGPT, Perplexity, Gemini, and Google's AI Overviews mention your brand in about 30 minutes, for free. Here's the exact method.
GEO vs SEO vs AEO: What's the Difference?
SEO ranks you in a list. AEO makes you the answer. GEO has the data: the one study found statistics lift AI-answer visibility +37% and keyword stuffing −9%.
First-Party Data Rules in Southeast Asia & India
Google Consent Mode v2 covers the EEA, UK and Switzerland — not Singapore, India or Indonesia. What actually governs your first-party data in each market.
What Attribution Model Should You Use? (2026)
GA4 offers three attribution models, not seven — Google removed four in November 2023. Most guides still teach them. Here's what actually exists.
Abhilash writes to Coact's editorial standards: every statistic traced to a named primary source, no invented data or experience.