This video explains why the Klar attribution is adding way more value than your platform data, enabling you to shift from short-term revenue to long-term profits.
Quick disclaimer first: every way of looking at attribution is flawed. Anyone claiming to have the perfect solution is, essentially, lying. But some approaches are much less flawed than others — and that difference matters a lot.
Why attribution matters at all
eCom brands typically spend 20–30% of their top-line revenue on marketing. That makes it one of the largest cost lines in the business. Even a modest improvement in how you allocate that spend can have a significant impact on profitability.
Two scenarios to illustrate the leverage:
Scenario A — Cut inefficient spend: A brand doing €1M revenue with 45% CM2 and 25% marketing spend (€250k) has a CM3 of €200k. Cut the bottom 15% of marketing campaigns → revenue drops to €900k, but overall profitability improves by 15% because the unprofitable spend is gone.
Scenario B — Shift budget: Instead of cutting, move budget from underperforming campaigns to better ones. Revenue jumps 20% while spend stays the same → profitability up 20%. Neither scenario requires drastic changes — just better visibility.
Why platform data leads you astray
Platform data has three structural problems:
1. It doesn't correlate with actual business outcomes.
At the ad account level, everything tends to look fine — Meta is green, Google is green, TikTok is green. But zoom out to the business level and the picture is different. A real-world example: a brand scaled significantly while its Facebook ROAS dropped slightly from ~3.5 to ~2. That sounds manageable. But over the same period, customer acquisition costs exploded from the €20s to €75–80. No correlation between platform ROAS and actual business performance.
2. It isn't consistent across platforms, so you can't compare them.
Every platform measures attribution differently depending on the tracking it deploys. Some channels — Pinterest is a common example — always look great in their own reporting. But that doesn't mean they're actually driving incremental revenue. Because the measurement methodologies differ, you're not comparing apples to apples across channels.
3. It creates misaligned incentives.
Media buyers optimise for what looks good in the platform dashboard, not for actual business results. Setting long view-attribution windows or extended click-back windows makes platform numbers look strong — but optimises for low-incrementality conversions. A conversion attributed after a 7-day view is worth very little, yet it gets counted the same as a direct-intent click. The management team sees green, but the underlying business may be drifting.
The result:
45% of new customer conversions often end up attributed to branded paid search and direct — channels that largely capture existing demand rather than create it. Without a cross-channel view, you have no visibility into which push channels are actually generating that demand in the first place.
What Klar's attribution gives you instead
No lookback window limits
Platforms like Meta cap their attribution lookback at 7 days. Klar has no such limit — you can look back 2 weeks, a month, or longer. This means campaigns that influence customers early in a longer consideration journey get the credit they deserve, not just the retargeting ad that closed the sale.
Full customer journey, not last touch
Platform attribution tends to credit the last touchpoint — typically a Dynamic Product Ad (DPA) at the end of the funnel. Klar assigns value to every touchpoint across the full journey, including the initial ad that first brought the customer in. This gives top-of-funnel campaigns (TikTok, influencers, awareness-stage Meta campaigns) a much more accurate picture of their contribution.
Net revenue and profitability, not just gross revenue
Ad platforms only see gross revenue — before returns and taxes. For fashion brands with return rates of 20–40%, that's a significant distortion. Klar integrates with your shop system to show net revenue and can go down to CM2 level. If you're pushing different products with very different return rates, you need this to know what you're actually keeping.
New customer acquisition and CLV
Klar lets you focus attribution specifically on new customers — the short-term outcome most brands want to optimise for. And you can go one step further: look at the CLV/CAC ratio 60 days after acquisition. Ads that look identical on ROAS can have dramatically different long-term profitability profiles. The ad that looks best at first glance is often not the one acquiring the highest-value customers.