Platform attribution optimizes for what the platform can see. Finance cares about what the bank account received. Those two views diverge as soon as you run multi-channel spend.
A practical stack starts with clean conversion events, a shared revenue definition, and a weekly reconciliation between ad platforms and order systems.
Incrementality tests — especially geo holdouts — do not replace reporting. They calibrate it. Without calibration, every channel over-claims.
Operators who treat ROAS as a directional KPI and CAC / contribution margin as the decision KPI make better scale calls under pressure.
