Back to blog
Analytics10 min read

First-touch is a lie: building a real attribution system

Why your CRM does not match your ad platform data, and the framework we use to measure incremental revenue instead.

Platform-reported ROAS is marketing fiction

Every ad platform takes credit for the same conversion. Add them up and you have 300% of your revenue attributed.

Toward incrementality

We combine geo-holdouts, marketing mix modeling, and clean GA4 events to estimate true lift.

Start here

  1. Define one source of truth for revenue
  2. Run holdout tests on your biggest channel
  3. Trust trends, not platform dashboards

Measure what actually moves the business.

Want results like these for your brand?

I take on a small number of performance clients each quarter.

Work With Me