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We took a blended approach. We connected Google Analytics to Lucky Orange, then built custom events at different funnels. From there, we integrated every product back into our custom ERP with analytical tracking for click-through rates, impressions, conversions, and more. We cross-check that data with Lucky Orange for source attribution and apply it at the order level.
It took time to set up, but now it serves as our single source of truth (in house), then we feed those “offline” conversions back into all the systems.
It works well because it tracks B2B-style conversions where someone finds a product, leaves, and returns two days later on a different computer after getting approval.
Traditional conversion attribution is terrible once you actually dig into it and try to measure real behavior. Yes, there are platforms that supposedly do this. I’ve used all of them, doing it yourself and compiling the data against the actual orders in someway, shape or form is the only real source of truth you’ll ever have. Lots of platforms artificially inflate their sales. It’s absolutely ridiculous.
The gaps are significant. The best approach is to compile data from multiple sources into one system, then analyze it to establish a reliable source of truth then feed back into the platforms.
Of course, that’s if you have the resources available to do this. But if you do, this is the way.
