You are spending $50k a month on Ads. Google says your ROAS is 4.0. Facebook says it's 3.5. But your bank account says you are barely breaking even. Who is lying? Everyone.
The "Last Click" Trap
Default analytics models give 100% of the credit to the last touchpoint. If a user sees your YouTube ad, reads your blog, and then clicks a "Retargeting" ad to buy, Retargeting gets all the glory. You scale up Retargeting and turn off YouTube. Sales crash. Why? Because you killed your demand generation.
Multi-Touch Attribution is the Truth
We move clients from simplistic "Last Click" to data-driven Multi-Touch Attribution (MTA) or Marketing Mix Modeling (MMM). We track the entire customer journey:
- First Touch: What brought them into the funnel?
- Time Decay: Valuing recent interactions more, but not exclusively.
- Incrementality Testing: Running holdout groups to see if the ad actually caused the sale.
Case in Point
"An E-commerce brand was about to fire their agency because 'Facebook Ads weren't working.' We installed a server-side tracking pixel and a custom attribution model. It turned out Facebook was driving 60% of their new customer acquisition, but Google Search was stealing the credit."
Audit Your Spend
Stop flying blind. If you can't measure it accurately, you can't scale it profitably.
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