Attribution That Survives iOS and Cookie Loss

Platform-reported returns are optimistic by design. Each ad network claims credit for the same sale. As tracking gets harder, that gap widens — and budgets get misallocated.

The problem with platform ROAS

Ad platforms only see their own slice. When three channels each claim a conversion, your reported return can be double or triple reality.

A more honest setup

• Send conversions to GA4 with server-side tracking where possible.
• Tie revenue back to your CRM, so you measure closed deals, not just clicks.
• Reconcile weekly: platform numbers on one side, CRM revenue on the other.
• Make decisions on blended, real-revenue return — not any single dashboard.

Why it matters

When you know which campaigns drive actual sales, you scale the winners with confidence and cut the waste. No guesswork, no vanity metrics.