Attribution & ROAS Tracking
Multi-touch attribution with incrementality testing revealing true ad contribution and enabling 30-60% more effective budget allocation.
Why This Matters
What It Is
Multi-touch attribution with incrementality testing revealing true ad contribution and enabling 30-60% more effective budget allocation.
Current State vs Future State Comparison
Current State
(Traditional)1. Media buyer relies on platform-reported ROAS from each ad platform (Google, Meta, Amazon). 2. Last-click attribution used - only the final ad before purchase gets credit. 3. Sum of platform-reported conversions exceeds actual sales by 2-3x (duplication). 4. No understanding of incremental impact (would customer have bought anyway?). 5. Budget allocation based on inflated platform-reported ROAS metrics.
Characteristics
- • Google Ads
- • Meta Ads
- • Google Analytics 4
- • Adobe Analytics
- • HubSpot
- • Salesforce
- • Northbeam
- • Excel/Google Sheets
Pain Points
- ⚠ Siloed Data leading to incomplete customer journey insights.
- ⚠ Last-Click Attribution Bias undervaluing assist channels.
- ⚠ Manual Data Aggregation causing delays and errors.
- ⚠ Cookie Deprecation impacting tracking accuracy.
- ⚠ Complexity of Multi-Touch Models requiring advanced tools.
- ⚠ Lack of Real-Time Insights hindering timely optimization.
- ⚠ Channel Overlap resulting in inflated ROAS.
- ⚠ Privacy Laws limiting data collection capabilities.
Future State
(Agentic)- Attribution Platform tracks complete customer journey across devices and channels.
- Multi-Touch Attribution Agent applies position-based, time-decay, and algorithmic models to credit all touchpoints.
- Incrementality Testing Agent runs geo-holdout or PSA tests to measure true incremental impact.
- Unified Reporting deduplicates conversions across platforms to show true sales attribution.
- Budget Optimization Agent reallocates spend based on true incremental ROAS not platform claims.
Characteristics
- • Complete customer journey data across all touchpoints
- • Transaction and conversion data (online and offline)
- • Ad exposure data from all platforms
- • Incrementality test results (geo-holdout, PSA)
- • Cross-device and cross-channel identity graph
- • Platform-reported attribution data for comparison
Benefits
- ✓ 30-60% more effective budget allocation through accurate incrementality measurement
- ✓ Multi-touch attribution reveals upper-funnel ads drive 40-60% of conversions (uncredited by last-click)
- ✓ Deduplication shows true conversion volume (not inflated 2-3x platform duplication)
- ✓ Incrementality testing proves which channels truly drive new sales
- ✓ Cross-device journey tracking captures mobile research → desktop purchase paths
- ✓ CFO-credible reporting matches ad attribution to actual sales data
Is This Right for You?
This score is based on general applicability (industry fit, implementation complexity, and ROI potential). Use the Preferences button above to set your industry, role, and company profile for personalized matching.
Why this score:
- • Applicable across multiple industries
- • Moderate expected business value
- • Time to value: 3-6 months
- • (Score based on general applicability - set preferences for personalized matching)
You might benefit from Attribution & ROAS Tracking if:
- You're experiencing: Siloed Data leading to incomplete customer journey insights.
- You're experiencing: Last-Click Attribution Bias undervaluing assist channels.
- You're experiencing: Manual Data Aggregation causing delays and errors.
This may not be right for you if:
- Requires human oversight for critical decision points - not fully autonomous
Parent Capability
Marketing Attribution & ROI Measurement
AI-powered multi-touch attribution with incrementality testing and unified ROI measurement achieving significant improvement in marketing spend efficiency.
What to Do Next
Related Functions
Metadata
- Function ID
- function-attribution-roas-tracking