Keep the network's claim and your bank statement in the same row.
Google reports the conversions it could observe; independent attribution credits a journey reconstructed from your own site data. Your CRM says whether that lead ever reached an opportunity stage. Your finance system says what was collected and what came back as a refund. The four sit side by side in one row, each carrying its own definition and its own source.
Lookback windows are printed, not assumed
Each column states its model, lookback window and claim rule in the header, because a seven-day click window and a twenty-eight-day view window are not comparable quantities. Realvertising does not normalise them into one figure. It shows that they differ, and by how much.
Divergence is flagged, not smoothed
When network-reported and finance-collected outcomes move apart past a threshold you set, the row is flagged and any increase on that campaign has to cite evidence from the lower layers. The gap appears as two numbers next to each other, not as a footnote under a blended average.
The objective sets which layer rules
A lead-generation objective makes the CRM layer primary; a margin objective makes the finance layer primary. The other three stay visible and stay in the decision record, so nobody argues from memory about which number a change was made on.
In this capability
- Four-layer comparison view
- Per-layer definitions and windows
- Divergence thresholds and alerts
- Objective-driven primary layer
Attribution
The rest of Attribution
Multi-Touch
Switchable credit models over one stored journey, with the splitting rule stated next to every number.
CRM Attribution
Leads, opportunities and closed wins connected back to the campaign, ad group and creative credited with them.
Revenue Attribution
Collected revenue, refunds and margin connected to the acquisition record, not to the platform's conversion value.
Incrementality
Experiment-derived incremental outcomes, held in their own column and never folded into model credit.
One goal. Every channel. Real business truth.
Connect your ad accounts, say what a good customer is worth, and let the Growth Brain work the objective inside limits you set.
No ad spend commitment · Connect one channel to start · [email protected]