Attribution.

Not the sexiest topic in the world.

But it still amazes me how many accounts we get access to that never look at it.

Same goes for new vs. returning customers. Most don’t even check

We took over an account a few days ago, where the owner was frustrated.

They kept increasing budget, saw numbers going up in Meta, and the agency was proudly taking about the high ROAS - but the store itself didn’t feel like it was actually scaling.

The answer was simple: attribution.

And this is exactly why focusing only on one platform is such a dangerous mistake, or ignoring the other partners who handle the rest of the marketing.

If your only goal is to squeeze out the highest possible ROAS or POAS in one channel, you’ll often optimize for numbers that look great in-platform, but don’t reflect reality.

Views, overlaps, existing demand, it all gets ignored.

Most consultants, agencies, and even business owners would rather look at the wrong numbers to feel good, than face the real numbers they can actually build on.

The goal should be to give business owners the real numbers they can actually use to grow, nnot vanity metrics that look nice on a dashboard, but don’t change anything in reality.

Otherwise, you’re left with reports that look nice, but with no real growth to show for it.