The DTC Attribution Setup We Run on Every Client Over $3M

The stack

Triple Whale for blended dashboards. Klaviyo for email attribution. GA4 + server-side tracking for source truth. Post-purchase survey as the tiebreaker.

Reconciling conflicting data

Platforms always overclaim. Post-purchase surveys help reconcile. When Meta claims $30k and Triple Whale claims $18k, the survey tells you which half is real.

MER as the north star

Marketing Efficiency Ratio (total revenue / total spend) beats ROAS for decision-making. Platform ROAS is a scorecard; MER is the reality.

When to upgrade

Above $15M, consider Northbeam or Hyros. Below that, Triple Whale + surveys will get you 90% of the signal at 10% of the cost.