Credit is a rule you chose, not a fact about the world.

Summing dashboards double-counts buyers

One buyer who watched an Instagram video, searched your brand and clicked a Microsoft ad is claimed by three platforms, each under a window that overlaps the other two. Add the claims together and the total exceeds the number of people who actually bought. Blending them into one ROAS figure hides the only useful fact, which is that the platforms disagreed.

Each number arrives with its rule

Every credited amount is stored with the model, lookback window and claim rule it was calculated under, so no figure renders without its rule beside it. Layers join on the acquisition record — the lead, the opportunity, the customer — rather than on a platform conversion ID only one network can resolve. Switching the rule re-credits the stored history instead of overwriting it.

Budget moves on money collected

The budget engine can be pointed at the finance layer, so a campaign with strong network-reported ROAS and weak collected revenue stops attracting increases. Refunds, cancellations and written-off invoices write back to the acquisition record they were credited to. The gap between reported and collected shows up in weeks, not at the quarterly close.