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27:["$","p",null,{"className":"mt-2.5 text-[1rem] leading-relaxed text-ink","children":[["$","$1","0",{"children":"Two models applied to the same data can rank channels differently, because each applies different assumptions. Write down which model you report on and why, and keep it fixed long enough to compare periods fairly."}]]}]
28:["$","h2","9",{"id":"where-your-setup-sits-today","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Where your setup sits today"}]
29:["$","p","10",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Readiness is not a yes-or-no question. Use the levels below to place your current setup honestly, then let that level decide how much weight attribution gets in budget decisions."}]]}]
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2b:["$","p","12",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Be strict when you place yourself. If conversions connect to orders but refunds are ignored, you are not yet revenue-connected for budget purposes, because the gap sits exactly where the money is."}]]}]
2c:["$","h2","13",{"id":"prerequisites-for-any-business-model","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Prerequisites for any business model"}]
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2e:["$","p","15",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"List every conversion action in GA4 and each ad platform, and name the revenue event behind each one. A newsletter signup is not a revenue event, but a qualified opportunity or a paid order is. Mark which conversions are primary, used for bidding and reporting, and which are secondary signals."}]]}]
2f:["$","h3","16",{"className":"mt-10 text-[1.25rem] font-medium leading-snug tracking-[-0.015em]","children":"Event deduplication"}]
30:["$","p","17",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"The same lead or purchase can be counted twice when a browser tag and a server event both fire, or when a confirmation page reloads. Send a shared event or transaction ID with every conversion so platforms can deduplicate, and check your raw data for repeated IDs."}]]}]
31:["$","h3","18",{"className":"mt-10 text-[1.25rem] font-medium leading-snug tracking-[-0.015em]","children":"Consent-aware measurement"}]
32:["$","p","19",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Where privacy laws or your own policy require consent, some visitors will decline tracking. Respect that choice and send only what each visitor allowed. Analytics can undercount as a result, so track consent rates by region to tell consent gaps apart from broken tags."}]]}]
33:["$","h3","20",{"className":"mt-10 text-[1.25rem] font-medium leading-snug tracking-[-0.015em]","children":"Server-side tagging where it helps"}]
34:["$","p","21",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Server-side tagging, for example through a Google Tag Manager server container, can make collection more reliable and gives you control over what each platform receives. It is not a way around consent, and it adds cost and maintenance. Use it where browser tracking loses events you are allowed to collect."}]]}]
35:["$","h3","22",{"className":"mt-10 text-[1.25rem] font-medium leading-snug tracking-[-0.015em]","children":"UTM and naming governance"}]
36:["$","p","23",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Reports group traffic by source, medium, and campaign. If one team uses “paid-social” as a medium and another uses “Paid_Social” for the same channel, reports split it in two. Keep a written naming convention and a shared UTM template, and review new values each month."}]]}]
37:["$","h3","24",{"className":"mt-10 text-[1.25rem] font-medium leading-snug tracking-[-0.015em]","children":"Identity and cross-device limits"}]
38:["$","p","25",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"No setup follows every buyer. People research on a phone and buy on a laptop, clear cookies, block scripts, or forward links to colleagues. Each break makes a journey look shorter and moves credit toward the last visible touch. Logged-in experiences and consented first-party data can narrow the gap, but they won't close it."}]]}]
39:["$","h2","26",{"id":"prerequisites-by-business-model","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Prerequisites by business model"}]
3a:["$","h3","27",{"className":"mt-10 text-[1.25rem] font-medium leading-snug tracking-[-0.015em]","children":"SaaS: connect CRM stages to conversions"}]
3b:["$","p","28",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"In SaaS, the conversion a platform sees, such as a demo request or trial start, happens weeks or months before revenue. Readiness depends on connecting that early event to what happens next in HubSpot or Salesforce."}]]}]
3c:["$","ul","29",{"className":"mt-5 space-y-2.5 text-[1.0625rem] leading-[1.7] text-ink-soft","children":[["$","li","**Capture UTMs and click IDs on every form** and store them on the lead record, so the source survives the handoff to sales.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","strong","0",{"className":"font-semibold","children":"Capture UTMs and click IDs on every form"}],["$","$1","1",{"children":" and store them on the lead record, so the source survives the handoff to sales."}]]]}],["$","li","**Map CRM stages to a short list of conversions**, such as qualified lead, sales-accepted opportunity, and closed-won.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","strong","0",{"className":"font-semibold","children":"Map CRM stages to a short list of conversions"}],["$","$1","1",{"children":", such as qualified lead, sales-accepted opportunity, and closed-won."}]]]}],["$","li","**Import offline conversions** for those stages into Google Ads, Microsoft Ads, LinkedIn, or Meta, with values based on expected pipeline or contract value.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","strong","0",{"className":"font-semibold","children":"Import offline conversions"}],["$","$1","1",{"children":" for those stages into Google Ads, Microsoft Ads, LinkedIn, or Meta, with values based on expected pipeline or contract value."}]]]}],["$","li","**Decide how to credit deals with several contacts**, since one opportunity can have many first touches.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","strong","0",{"className":"font-semibold","children":"Decide how to credit deals with several contacts"}],["$","$1","1",{"children":", since one opportunity can have many first touches."}]]]}]]}]
3d:["$","p","30",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Check the lag between click and stage. If deals reach a stage after a platform's conversion window closes, those conversions may never match the original click. Import an earlier qualified stage for bidding, and report closed-won revenue separately. For more on pipeline-led measurement, see "}],["$","$L2","1",{"href":"/saas-marketing","className":"link-underline font-medium","children":"SaaS growth marketing"}],["$","$1","2",{"children":"."}]]}]
3e:["$","h3","31",{"className":"mt-10 text-[1.25rem] font-medium leading-snug tracking-[-0.015em]","children":"E-commerce: reconcile orders and refunds"}]
3f:["$","p","32",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"In e-commerce, the purchase happens fast, so the risk is different. Ad platforms and analytics tools record the sale at checkout, before cancellations, returns, and chargebacks. Revenue that looked real at checkout can shrink later."}]]}]
40:["$","ul","33",{"className":"mt-5 space-y-2.5 text-[1.0625rem] leading-[1.7] text-ink-soft","children":[["$","li","**Treat Shopify or Stripe as the revenue source of record**, and compare it with GA4 and each ad platform for the same period.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","strong","0",{"className":"font-semibold","children":"Treat Shopify or Stripe as the revenue source of record"}],["$","$1","1",{"children":", and compare it with GA4 and each ad platform for the same period."}]]]}],["$","li","**Report net revenue** after refunds, cancellations, and discounts, next to the gross figures platforms receive.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","strong","0",{"className":"font-semibold","children":"Report net revenue"}],["$","$1","1",{"children":" after refunds, cancellations, and discounts, next to the gross figures platforms receive."}]]]}],["$","li","**Match order IDs** between your store and analytics to find orders tracked twice or not at all.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","strong","0",{"className":"font-semibold","children":"Match order IDs"}],["$","$1","1",{"children":" between your store and analytics to find orders tracked twice or not at all."}]]]}],["$","li","**Separate new and returning customers**, because attribution can credit paid media for repeat orders that might have happened anyway.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","strong","0",{"className":"font-semibold","children":"Separate new and returning customers"}],["$","$1","1",{"children":", because attribution can credit paid media for repeat orders that might have happened anyway."}]]]}],["$","li","**Align tax and shipping treatment** so every system counts revenue the same way.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","strong","0",{"className":"font-semibold","children":"Align tax and shipping treatment"}],["$","$1","1",{"children":" so every system counts revenue the same way."}]]]}]]}]
41:["$","p","34",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Once net revenue is reliable, blended efficiency becomes a useful cross-check on platform numbers. The "}],["$","$L2","1",{"href":"/resources/mer-vs-roas-guide","className":"link-underline font-medium","children":"MER vs ROAS guide"}],["$","$1","2",{"children":" explains how to use both, and "}],["$","$L2","3",{"href":"/ecommerce-marketing","className":"link-underline font-medium","children":"e-commerce growth marketing"}],["$","$1","4",{"children":" covers how this fits margin-led acquisition."}]]}]
42:["$","h2","35",{"id":"checks-to-run-before-you-trust-the-numbers","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Checks to run before you trust the numbers"}]
43:["$","p","36",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Run these checks before a budget decision relies on attribution, and repeat them on a schedule. The aim is not a perfect match between systems. It is a gap you can measure and explain."}]]}]
44:["$","figure","37",{"className":"mt-8 rounded-lg border border-line bg-surface p-6 text-center","children":[["$","figcaption",null,{"className":"text-label uppercase text-muted","children":"Reconciliation gap"}],["$","p",null,{"className":"mt-3 font-mono text-[1.0625rem] leading-relaxed text-ink sm:text-lg","children":"(Platform-reported conversions − Backend conversions) ÷ Backend conversions"}],["$","p",null,{"className":"mx-auto mt-3 max-w-lg text-sm text-muted","children":[["$","$1","0",{"children":"Calculate it per platform and for all platforms combined. Set your own threshold for when a change in the gap needs investigation."}]]}]]}]
45:["$","ol","38",{"className":"mt-5 space-y-2.5 text-[1.0625rem] leading-[1.7] text-ink-soft list-decimal pl-6","children":[["$","li","Pick a closed period, such as last month, so late refunds and CRM updates have settled.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"Pick a closed period, such as last month, so late refunds and CRM updates have settled."}]]]}],["$","li","Pull conversions and revenue from each ad platform, GA4, and your backend: HubSpot or Salesforce for SaaS, Shopify or Stripe for e-commerce.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"Pull conversions and revenue from each ad platform, GA4, and your backend: HubSpot or Salesforce for SaaS, Shopify or Stripe for e-commerce."}]]]}],["$","li","Compare each platform's total, and the sum of all platforms, with the backend total.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"Compare each platform's total, and the sum of all platforms, with the backend total."}]]]}],["$","li","Trace a sample of backend orders or opportunities to their recorded source.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"Trace a sample of backend orders or opportunities to their recorded source."}]]]}],["$","li","List the explained causes of each gap, such as consent, attribution windows, or view-through credit, and investigate the rest.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"List the explained causes of each gap, such as consent, attribution windows, or view-through credit, and investigate the rest."}]]]}],["$","li","Repeat the check after any site release, tag change, or form or checkout update.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"Repeat the check after any site release, tag change, or form or checkout update."}]]]}]]}]
46:["$","figure","39",{"className":"mt-8 rounded-lg bg-ink p-6 text-paper sm:p-7","children":[["$","div",null,{"className":"flex flex-wrap items-center justify-between gap-3","children":[["$","figcaption",null,{"className":"font-medium","children":"Hypothetical monthly reconciliation for an online store"}],["$","span",null,{"className":"rounded-sm border border-night-line px-2 py-1 font-mono text-data uppercase tracking-[0.1em] text-night-muted","children":"Hypothetical numbers"}]]}],["$","ul",null,{"className":"mt-4 space-y-1.5 font-mono text-[0.875rem] leading-relaxed text-paper/90","children":[["$","li","Orders recorded in Shopify: 1,000",{"children":"Orders recorded in Shopify: 1,000"}],["$","li","Purchases reported by Google Ads: 610",{"children":"Purchases reported by Google Ads: 610"}],["$","li","Purchases reported by Meta: 530",{"children":"Purchases reported by Meta: 530"}],["$","li","Sum of platform-reported purchases: 1,140, a gap of (1,140 − 1,000) ÷ 1,000 = +14%",{"children":"Sum of platform-reported purchases: 1,140, a gap of (1,140 − 1,000) ÷ 1,000 = +14%"}],["$","li","Purchases recorded in GA4: 880, a gap of (880 − 1,000) ÷ 1,000 = −12%",{"children":"Purchases recorded in GA4: 880, a gap of (880 − 1,000) ÷ 1,000 = −12%"}]]}],["$","p",null,{"className":"mt-4 border-t border-night-line pt-3 text-sm text-night-muted","children":"Both platforms can credit the same order, so together they claim more than the store recorded. The lower GA4 count could reflect consent choices or blocked scripts. Explain each gap before comparing channels."}]]}]
47:["$","aside","40",{"className":"mt-8 rounded-lg border p-5 sm:p-6 border-ink/20 bg-sand","children":[["$","p",null,{"className":"flex items-center gap-2 text-label uppercase text-ink","children":[["$","svg",null,{"width":14,"height":14,"viewBox":"0 0 16 16","fill":"none","stroke":"currentColor","strokeWidth":1.5,"aria-hidden":true,"focusable":false,"children":[["$","circle",null,{"cx":"8","cy":"8","r":"6.25"}],["$","path",null,{"d":"M8 4.75v4M8 10.75v.5","strokeLinecap":"square"}]]}],"Don't tune settings until the numbers match"]}],["$","p",null,{"className":"mt-2.5 text-[1rem] leading-relaxed text-ink","children":[["$","$1","0",{"children":"Avoid changing windows or conversion settings just to make platform totals match the backend. Each platform counts differently, so some gap is normal. A stable, explained gap is more useful than a forced match that hides a real tracking problem."}]]}]]}]
48:["$","h2","41",{"id":"when-to-use-blended-metrics-and-tests-instead","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"When to use blended metrics and tests instead"}]
49:["$","p","42",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Some questions stay hard to answer at any readiness level. Would revenue fall if you paused brand search? Does prospecting on Meta create demand, or claim sales that would have happened anyway? For questions like these, step back from user-level credit."}]]}]
4a:["$","div","43",{"className":"mt-8 overflow-x-auto rounded-lg border border-line bg-surface","children":["$","table",null,{"className":"w-full min-w-[34rem] border-collapse text-left text-[0.9375rem]","children":[["$","caption",null,{"className":"border-b border-line px-5 py-3 text-left text-label uppercase text-muted","children":"Cross-checks for attribution"}],["$","thead",null,{"children":["$","tr",null,{"className":"border-b border-ink/60","children":[["$","th","Method",{"scope":"col","className":"px-5 py-3 font-semibold","children":"Method"}],["$","th","What it answers",{"scope":"col","className":"px-5 py-3 font-semibold","children":"What it answers"}],["$","th","When to use it",{"scope":"col","className":"px-5 py-3 font-semibold","children":"When to use it"}]]}]}],["$","tbody",null,{"children":[["$","tr","0",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"MER (e-commerce)"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Is total marketing spend producing enough total revenue?"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Platforms disagree, or several channels claim the same orders."}]]}]]}],["$","tr","1",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Blended CAC (SaaS)"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"What does a new customer cost across all channels combined?"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Sources are hard to separate, or sales cycles outlast conversion windows."}]]}]]}],["$","tr","2",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Holdout test"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"How do conversions differ between a group that sees ads and a similar group that doesn't?"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"You need the incremental effect of a campaign type or channel."}]]}]]}],["$","tr","3",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Geo test"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"How does revenue change where spend changes, compared with similar regions where it doesn't?"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"User-level tracking is limited, and spend can be controlled by location."}]]}]]}]]}]]}]}]
4b:["$","p","44",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Tests have costs. A holdout withholds ads from some potential buyers, and a geo test needs comparable regions and enough volume to separate a real effect from noise. Set the test length and decision rule before launch, and use the result to calibrate how much you trust the model."}]]}]
4c:["$","h2","45",{"id":"next-steps","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Next steps"}]
4d:["$","p","46",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Work upward from the lowest unmet prerequisite. Conversion definitions and deduplication come first, because every later check depends on them."}]]}]
4e:["$","ol","47",{"className":"mt-5 space-y-2.5 text-[1.0625rem] leading-[1.7] text-ink-soft list-decimal pl-6","children":[["$","li","List every conversion action and the revenue event it represents.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"List every conversion action and the revenue event it represents."}]]]}],["$","li","Run the reconciliation check for one closed month and record the explained gaps.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"Run the reconciliation check for one closed month and record the explained gaps."}]]]}],["$","li","Connect CRM stages or net order data to your reporting and ad platforms.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"Connect CRM stages or net order data to your reporting and ad platforms."}]]]}],["$","li","Pick one budget question attribution can't answer, and design a holdout or geo test for it.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"Pick one budget question attribution can't answer, and design a holdout or geo test for it."}]]]}]]}]
4f:["$","p","48",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"For how we handle this work with SaaS and e-commerce teams, see "}],["$","$L2","1",{"href":"/analytics-attribution","className":"link-underline font-medium","children":"analytics and attribution"}],["$","$1","2",{"children":"."}]]}]
b:C
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