Guides
Attribution
Attribution is the set of rules that decides which touch gets credit for a sale. These guides explain the models, the windows and the plumbing that sends sales back to ad platforms.
Attribution models explained, with one buyer's path worked throughFirst touch, last click, linear, position-based and data-driven attribution, worked through on one buyer path. What each model is good for, and its limits.Server-side vs client-side tracking: what each one seesClient-side tags run in the browser and miss what they cannot load. Server events come from your server. What each sees, costs, and when to use both.Meta Conversions API explained: setup, matching and deduplicationWhat the Meta Conversions API sends, which fields Meta needs, how deduplication with the pixel works, and the mistakes that double count or lose purchases.ROAS, blended ROAS and MER: which one to run the business onFormulas for ROAS, blended ROAS, MER and break-even ROAS, a worked example, and why adding up each platform's ROAS overstates what your ads earn.Google Ads conversion tracking for lead generation sitesTrack forms, calls and the leads that become customers in Google Ads, with the right counting, values and windows so bidding learns from real sales.Offline conversions and enhanced conversions explainedHow Google Ads and Meta accept sales and leads that happen off your website, how hashed email matching works, and the rules that make uploads fail.TikTok ads attribution: pixel, Events API and why numbers differHow TikTok credits conversions, why TikTok Ads Manager reports more sales than GA4 or your store, and how the pixel and Events API work together.Lead-to-sale reporting: connect marketing sources to CRM revenueHow to carry each lead's source into HubSpot or GoHighLevel, report won revenue by campaign, and avoid the mistakes that leave deals with no source.MRR and SaaS attribution: which channels bring revenue that staysHow MRR is calculated, what moves it, how churn is measured, and how to tie subscription revenue to the campaigns that brought each customer.Klaviyo attribution windows vs your analyticsKlaviyo credits a sale to an email opened or clicked in the last 5 days. Why it runs above GA4 and Shopify, what to change, and which number to report.Break-even ROAS and target MER: the formulas, with a margin tableBreak-even ROAS is 1 ÷ margin; target MER adds fixed costs and profit. Formulas, a lookup table by margin and worked examples you can copy.Meta Ads cost per lead and signups: what Meta counts, and what to payHow Meta counts leads and signups, why Ads Manager's cost per lead differs from your CRM, and how to work out the most a lead is worth to you.