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We have no clue which channel works

By
Mukund Kabra

You cannot tell which channel works when tracking and attribution give every channel credit for the same sale. Fix tracking first, then compare channels on cost per real customer, and confirm with tests where it matters.

Category:
Measurement
Reading time:
2
min read
Published on:
October 24, 2026
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Measurement
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We have no clue which channel works

We have no clue which channel works

Problem

Every channel says it is working.

Each platform's dashboard shows great results, and added together they claim more customers than you actually have. When budget gets tight, nobody knows which channel to cut.

So budget is split by habit.

Insight

Platforms report generously because each one counts the same customer.

A customer who sees a social ad, searches for you and then clicks an email is counted three times. Only your own data, tied to real orders or deals, shows the true picture.

For the biggest channels, a simple on and off test settles the question.

How we approach it

We measure channels against real customers, not platform claims.

  1. We fix tracking so every customer is tied to the channels they came through.
  2. We compare channels on cost per real customer and on customer value.
  3. We run on and off tests for the biggest channels to confirm their true effect.

Budget goes to the channels that really bring customers.

Tags:  
Feature Revenue Attribution; Feature Roi; Revenue Impact Analysis; Product Metrics; LTV Contribution; Growth Analytics
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