CEO @AttributionApp. Your CAC is wrong and I can prove it. Building the multi-touch attribution platform for SaaS, ecommerce & enterprise. Built @MammothGrowth.
I've spent 10 years building attribution software.
Here's the uncomfortable truth most marketing teams don't want to hear:
Your ROAS numbers are wrong. Your CAC is wrong. And you're making million-dollar budget decisions based on data that's lying to you.
Here's why (and how to fix it) 🧵
The shift from "unique visitors" to "sessions" broke measurement for most companies. We see this daily - clients think they have 100K users but it's really 30K people across multiple devices/sessions.
Real attribution requires persistent user profiles that track the person, not just the pageview. Most platforms still can't do this properly.
OpenAI following the same playbook as Meta/Google - platform-reported conversions that don't reconcile to actual revenue. We're already seeing 20-30% inflation in platform data vs bank deposits.
The real question: will they let you audit the attribution logic, or is it another black box you have to trust?
@demu0213 Meta's attribution has always been inflated - we see 20-30% higher conversions reported vs. what actually hits bank accounts. The issue with 3rd party tools is most are just repackaging platform data, which can't see the full picture. Probably always been wrong, jus tnot obvious
@ecomneph Common problem. Most tools can't reconcile to your actual bank account. We track order cancellations, refunds, everything that affects real ROAS. Free account for switching from TW.
This is exactly why we built Attribution - to connect those high-intent ChatGPT clicks to actual revenue outcomes. Most platforms give you vanity metrics, but you need to know which $60 CPM clicks actually convert. Want to see what proper conversion tracking looks like for ChatGPT ads?
The biggest issue we see with Triple Whale is that their attribution data doesn't match actual Shopify revenue. Store owners can't audit the numbers or trace them back to real transactions. Happy Box saw 61% sales growth after switching to auditable attribution data. We're about to release our MCP. LMK if you want in on the beta and you'll have accurate data to build against.