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Dashcrab

One sale, three owners

  1. Story · Attribution · 5 min

    One sale,
    three owners

    Sofi bought a jacket. Meta says it was thanks to Meta. Google says it was Google. Email says it was the email. All three are right, and the total is still wrong.

    Use the arrow keys, or click the screen.Tap the screen or swipe to move on.

  2. This is Sofi. Tuesday, 10:40 p.m. Scrolling Instagram in bed, not looking for anything.

  3. A Reel for a jacket shows up. She likes it. Tap.

  4. She checks the size. She checks the price: USD 120... She closes the app and goes to sleep.

  6. Thursday. She remembers the jacket, not the exact name. She searches on Google.

  7. The first result is an ad. The organic one was right below it, but she taps the top one.

  9. Saturday. The weekly newsletter arrives: her size is back, 10% off. Click.

  10. Sunday night. She opens her laptop, types the store’s address by hand and...

  11. Buys. One jacket, USD 120. One single sale.

  12. Monday. You open the reports to see what worked.

    Mine. She clicked my Reel 6 days ago.

  13. Mine. She clicked my Reel 6 days ago.

    Sorry, it’s mine. Clicked my ad 4 days ago.

  14. Mine. She clicked my Reel 6 days ago.

    Sorry, it’s mine. Clicked my ad 4 days ago.

    Mine. Clicked the email 2 days ago.

  15. Three reports, three purchases, USD 360. Your store has just one, for USD 120.

  17. You ask GA4, which sees more than one channel. It answers: it was the email.

  20. Now look at the whole journey, from outside the platforms. Four touches, one purchase.

  21. Tap the models. The credit changes hands, but the total is always USD 120.

  22. That’s six models. The seventh, data-driven, is missing, and it can’t be calculated from a single purchase.

  23. Picture a tiny store with three journeys. Juan bought. Ana and Leo didn’t.

  24. Step 1. From all three it builds a map: from each place, what share of people went where.

  25. Step 2. Following the arrows to the purchase gives the probability of buying: 1 in 3.

  26. Step 3, the trick. Remove Meta from the map and recalculate. The probability halves.

  27. Remove Google: nobody reaches the purchase. Same thing without the email.

  28. Step 4. Credit is split in proportion to the drop: Meta 20%, Google 40%, email 40%.

  30. Now with a whole month of the store: every channel, all seven models side by side.

  31. Look at Meta. Last touch gives it 8 purchases. First touch, 80. It opens a lot of conversations and almost never closes them.

  32. Data-driven gives it 47: what would be lost without Meta, also counting the 1,280 people who went through Meta and didn’t buy.

  33. Watch Direct: data-driven gives it 62, because many journeys end there and removing it cuts them off. No model is neutral.

  36. For Monday

    Three things you can
    do this week

    1. 01
      Look at the real total first. Your store, your CRM or your WhatsApp sales. If the platforms add up to more, the difference is overlap, not growth.
    2. 02
      Match the windows before comparing. Meta on 7-day click, no view. Google on 7-day click. It doesn’t remove double counting, but it shrinks it.
    3. 03
      Turn something off and watch. A brand campaign or a region, two or three weeks, away from a big sales date. If you sell the same, that channel was charging for demand that already existed.

  37. You finished the story

    A conversion is worth 1.
    It gets split, not multiplied.

    Dashcrab Attribution builds each customer’s journey with its own pixel, installed through Google Tag Manager, and splits every sale across the channels that drove it, with seven models side by side, data-driven included.

    See Dashcrab Attribution Read the long version