E-commerce
E-commerce performance media. Every channel reconciled against actual revenue.
Attribution infrastructure that connects e-commerce media to the transactions that actually drove revenue — not what each network claimed it drove, not last-click ROAS that inflates search at the expense of every channel that came before it.
The Attribution Challenge
E-commerce attribution is where last-click ROAS does the most damage.
Every e-commerce advertiser has seen it: paid search ROAS looks strong. Paid social ROAS looks weak. The conclusion seems obvious — shift budget to search. But what the last-click model is actually showing is that search is good at being the last touch before conversion. It's not showing that search drove the customer.
Atrilyx reconciles e-commerce attribution across the full journey — every touchpoint, every channel, every device — so budget decisions are made against what actually drove the customer to convert, not what touched them last.
What We Run
- Paid Search — brand and non-brand, Google Shopping, Performance Max
- Paid Social — Meta, TikTok, Pinterest — full-funnel awareness through conversion
- Programmatic — prospecting, retargeting, and dynamic product ads
- CTV + OTT — upper-funnel brand and product awareness tied to purchase attribution
- SEO + AI Search Optimization — organic visibility with attribution reconciliation
- Creative — product creative tested against what actually drove add-to-cart and purchase
Proof
Oscar de la Renta — Retail / E-commerce
93% ROAS improvement. 8x ROAS on Google. 3.9x ROAS on paid social. 10% media increase only. Attribution reconciliation revealed which channels were actually driving revenue vs. taking credit for it.
Common Questions
Why does network-reported ROAS overstate actual media performance?
Network-reported ROAS overstates actual media performance because every platform counts the conversions its pixel fires on, regardless of whether other platforms also counted the same conversion. When a customer converts after touching Meta, Google, and a programmatic display ad, all three platforms count the sale and report their own ROAS against it. Adding up network-reported ROAS across all channels produces revenue totals that routinely exceed actual revenue by a significant margin.
How does Atrilyx deduplicate ecommerce conversions across channels?
Atrilyx deduplicates ecommerce conversions by tracking the full customer journey independently from any single platform's pixel, using a first-party identity graph that connects touchpoints across sessions, devices, and channels into a unified view. When a customer converts after touching multiple channels, Atrilyx attributes the conversion once, to the journey that drove it, rather than allowing each channel to count it independently.
Why does upper-funnel ecommerce media get cut despite driving revenue?
Upper-funnel ecommerce media gets cut because it does not show direct last-click conversions in platform reporting. The customers it reaches convert later through brand search, direct visits, or retargeting, and those channels take the credit. Without attribution that shows the upstream role of awareness media in initiating journeys that converted downstream, upper-funnel investment looks unproductive in every platform dashboard.