Three Platforms Claim the Same Order
Meta claims the sale, Google claims the sale, TikTok claims a view-through. Sum the self-reported credit and you’ll “explain” 130-150% of the revenue you actually made.
The Scaling Paradox
A channel shows a healthy return, so you scale it. The average return stays fine, but contribution margin quietly goes backwards because the marginal return on the dollars you just added fell through the floor.
Re-Buying Customers You Already Own
Retargeting, branded search, and email post spectacular returns because they’re aimed at people already headed for checkout. Budget flows toward them, starving the prospecting that creates new customers.
