ATTRIBUTION IS BROKEN — BUT YOU CAN BUILD AROUND IT
iOS 14.5, cookie deprecation, and opaque platform attribution make it impossible to know with certainty where any individual sale came from. Trusting platform numbers is exactly wrong. The fix: blended ROAS for total efficiency measurement, GA4 for directional channel intelligence, and incrementality tests for major budget allocation decisions.
WHAT'S INSIDE — PREVIEW
01
Why platform attribution is broken: How Meta, Google, and TikTok all claim the same sale.
Platform attribution · Overcounting
02
Blended ROAS framework: The North Star system that works regardless of platform changes.
Blended ROAS · North Star metric
03
GA4 ecommerce setup: Enhanced ecommerce events, purchase tracking, channel attribution.
GA4 setup · Enhanced ecommerce
04
UTM framework: Naming conventions and required parameters for accurate source attribution.
UTM framework · Naming conventions
05
First-party data: Klaviyo + Shopify data as the attribution foundation.
First-party data · Klaviyo + Shopify
06
Incrementality testing: How to run a geo-holdout test to measure true channel incrementality.
Incrementality · Geo holdout · True lift
07
MTA vs MMM: When to use multi-touch vs media mix modelling.
MTA vs MMM · Modelling approaches
08
Attribution toolkit: 4 free and 3 paid tools worth investing in for D2C attribution.
Attribution tools · Free vs paid