Attribution and profitability

Separate platform-reported success from actual commercial performance.

Advertising platforms often claim overlapping conversions. Comlytix reconciles those claims against real orders, customers, refunds and costs, then applies a documented attribution policy for decision-making.

Define the reconciliation model →Review advertising data

Revenue reconciliationIllustrative period

Combined platform claimsA$904kOverlapping

Matched commerce ordersA$754.9kAuthoritative

Refunds, cancellations and exclusions−A$23.4kApplied

Attributable net revenueA$731.5kReconciled

Contribution after media and fulfilmentA$181.7kDecision metric

Attribution policy

The model is documented, versioned and visible.

Comlytix does not treat attribution as an unquestionable answer. It records identity confidence, lookback windows, exclusions, direct-traffic handling and model changes.

01IdentitySession, customer, account and order matching confidence.

02TouchpointsPaid, organic, email, direct, referral and sales interactions.

03PolicyWindows, view-through rules, direct exclusions and model weights.

04ReconciliationActual orders, refunds, cancellations, tax and shipping treatment.

05ProfitProduct, media, payment and fulfilment cost allocation.

Model comparison

Evaluate decisions under more than one attribution view.

Model	Useful for	Limitation
Last non-direct	Simple operational reporting	Overweights the closing interaction
First touch	Acquisition discovery	Ignores nurture and conversion work
Position based	Balanced acquisition and conversion	Weights are policy choices
Data-driven / modelled	Complex journey analysis	Requires scale, quality and explainability controls
Incrementality test	True causal lift	Needs controlled test design and sufficient volume

Next step

Make attribution a governed input—not the decision itself.

Agree the authoritative revenue source, cost model and attribution policy before using channel results to reallocate budget.

Discuss your requirements Review implementation