Единая атрибуция рекламных кампаний

That’s a very general issue almost every advertiser face. First of all you shouldn’t have used the in platform reporting, since those are skewed in a way favor to the actual platform. However that is a very wrong approach to say Shopify reported X amount of conversions from Paid clicks and that’s all the conversion I got from all the paid advertising. Most likely your actual numbers are somewhere in between. First of all if you haven’t implemented yet, implement server -side tracking, it will give you better understanding of what’s happening. GA4 and utm are are very important, but if you have high funnel ads on TikTok that’s just not enough either. Kinda like the ultimate solution is Maketing Mix Modelling, but I don’t think your numbers justify that currently, but carving out high …

Ran a real audit on October attributed conversions across our three paid channels. Here's what I got: Meta: 812 attributed conversions Google: 647 attributed conversions TikTok: 339 attributed conversions Total claimed: 1,798 Actual Shopify orders from paid traffic: 749 That's 2.4x. Every platform is taking credit for the same customers. We've been allocating budget based on platform-reported ROAS for over a year. Which means we've been allocating budget based on who's best at claiming credit, not who's actually driving sales. The frustrating part: I know this is wrong but I don't have a clean alternative. We tried UTM-only attribution , undercounts everything because of iOS. We tried MMM , takes months and the confidence intervals are massive. Right now I'm doing something embarr…