When your customer and ad performance data live in several different systems it becomes impossible to reconcile and leverage for better decisions.
Advertising platforms like Facebook and Google each use their own tracking and attribution leading to multiple platforms taking 100% of the credit for the same result.
Relying on the last touch in a conversion funnel ignores all of the other influences along the path-to-purchase. The same flaw applies to other arbitrary, rules based models.
Whether internal stakeholders or outside agencies, performance results are often presented and interpreted with bias, conscious or not. This bias also guides recommendations on what attribution model should be adopted.
The only solution that uses proprietary full path-to-purchase tracking
and advanced collaborative game-theory attribution