Most ecom brands stall between $5M and $20M. The product isn't broken. The math is. Every channel reports its own win, and the sum of those wins doesn't match your actual revenue. So you scale on stories, not numbers — and the stories get expensive.
A 10% overstatement on a $50k/month budget is uncomfortable. On a $500k/month budget it's the difference between a profitable quarter and a panicked one. Three numbers most operators only learn after the damage is done.
Of your branded Google budget that may be padding ROAS without driving a single new customer. They were searching for you anyway.
How much more revenue email and owned channels actually drive vs what last‑click reports give them credit for.
Of orders touch three or more channels before converting. Crediting the last click means ignoring the other two.
Branded Google ads catch people who already typed your brand name — they were converting either way. Last‑click reporting hands them the highest ROAS in the dashboard, so the budget grows. The lift on new revenue stays flat. You're paying Google to take credit for traffic you'd have closed for free.
Of branded budget gone to clicks that would have converted via organic anyway. Reallocate it and the next $50k goes to actual growth instead of paid demand‑capture.
Email opens up the cart. SMS recovers the abandon. The customer comes back two days later via a branded Google search. Last‑click hands all the credit to Google — and your CMO cuts the email team for “underperforming.”
Each platform fires its own pixel. Each counts the order. View‑through windows quietly add weeks of stale touchpoints to the “assist” column. The number you paste into your spreadsheet is the sum of overlapping claims — not what you actually earned.
Here's one. Then watch every platform claim it as their win — and see what actually drove the purchase.
Push spend up because you finally know which dollars are buying new revenue — and which are claiming credit for revenue you already had.
Every campaign carries a true ROAS, a corrected CAC, and a confidence band. Scale decisions stop being a leap and start being a calculation. The next $100k goes where the last $10k actually earned.
Find the 20–30% of spend that isn’t driving incremental revenue and reallocate without losing a single sale.
Branded search overspend, redundant retargeting, view‑through inflation — surfaced and quantified per campaign. Most teams reclaim 15–25% of monthly spend in the first 60 days, then redeploy it where the lift is real.
Give email, SMS, and the brand‑builders the budget they actually earn — instead of cutting them when last‑click reports lie.
When the CFO asks why email keeps a $40k budget, you have the causal answer. When paid social wants more spend, you have the holdout to back it up. Channel politics turn into a math problem.
Model next quarter’s revenue and CAC against real historical lift — not against what the platforms wish they delivered.
Monte‑Carlo forecasts on corrected attribution. P10/P50/P90 bands you can hand to the board. Reforecasts nightly, flags drift before it shows up in a monthly review.
Anonymized snapshots from the first 90 days of three audits. Names withheld; numbers verified against the actual P&L.
Audit revealed branded campaigns were claiming credit for organic intent at scale. Reallocating to Meta UGC and SMS uncovered the real growth lever they’d been starving.
Last‑click had email at 6% of revenue. Causal lift showed 28%. The program kept its budget, expanded into SMS, and the lifetime value gap closed inside two quarters.
Meta and TikTok pixels were each claiming the same checkout. Server‑side dedup exposed where the budget was paying for the same conversion twice. Reallocated to creative testing.
Anything else, email [email protected].
Most marketing analytics tools are blended dashboards on top of platform‑reported numbers — they aggregate the lies, they don’t correct them. Omnitrail produces a corrected signal at the order level: server‑side dedup, causal lift, and incrementality per channel. If your existing tool is asking platforms what happened, we’re asking your store. Both can coexist; the corrected signal is what you’ll use for budget decisions.
We make the source of every number explicit. Platform‑reported, last‑click, multi‑touch, causal — each is labeled and exportable. Most teams settle into a pattern within two weeks: platforms for in‑platform optimization, Omnitrail for spend allocation and the executive review. The point isn’t to replace existing dashboards, it’s to give you a tiebreaker when the platform numbers disagree with your bank account.
Eight minutes to install on Shopify or WooCommerce. We backfill 90 days of historical attribution within 24 hours, so you’re reading corrected numbers — including branded waste percentages and email under‑credit — in your first session. Live data flows through the corrected signal from day one.
It does the opposite. Scaling is what breaks attribution, because the relative weight of platform overclaiming compounds with budget. The brands who add Omnitrail before the scale‑up are the ones who don’t spend Q3 trying to figure out why a 3× spend increase only delivered 1.6× revenue.
Yes. Tracking runs server‑side through Conversions APIs, identity stitched first‑party. Roughly 87% of sessions resolve to known users; the rest fall back to probabilistic matching. Your view of the truth gets sharper as Apple and Google make the platforms’ view blurrier.
A 25‑minute call. We'll plug a read‑only connection into your ad accounts and one storefront, and walk you through where every dollar of last quarter's spend actually went.