@Lululemon your view-through attribution window is 7 days. You're crediting ads for sales that happened without them. That's the quiet killer of ad performance.
I've audited this for dozens of brands. Average view-through inflation? 67%. When I implemented server-side tracking. View-through dropped from 41% to 12%. Revenue didn't change. The truth emerged.
Your media team believes the numbers. Your finance team suspects inflation. Your data team knows better but can't prove it. Nobody wants to kill the numbers that justify their budget. That's how mediocre performance stays hidden.
The Attribution Truth Framework:
1. Shorten your windows. 7-day view-through is guesswork.
2. Implement server-side tracking. Cut inflation by half.
3. Test by turning off channels. If revenue doesn't move, attribution lies.
4. Measure incrementality. Did the ad cause purchase or witness it?
5. Brand lift studies. If you can't measure it, stop claiming credit.
We're building real measurement together. Not happy metrics that justify spend. Truth that scales to IPO. You and I seeing clearly.
What's your view-through revenue percentage? Have you tested if it's real?
See our measurement approach at clondikeppc.online.
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