In October 2025, a mid-sized e-commerce brand brought in $586,849.54 across 3,566 orders. Like many online stores, most of their paid traffic came from Meta Ads and Google Ads, and sometimes even both channels influenced the same sale.

If the brand relied solely on each platform’s reporting, both Meta and Google would have claimed full credit for shared sales. 

Out of 3,566 total orders, 66 included touchpoints from both Meta and Google Ads, representing $10,546.73 in total sales. That is nearly 2% of all October revenue, a small but meaningful segment where platform data alone would have been misleading.

If the brand had relied on Meta and Google’s dashboards, both platforms would have taken 100% credit for the same 66 sales, double-counting more than $21,000 in revenue.

Because the brand used ThoughtMetric, they saw the real distribution of influence across touchpoints instead of duplicate reporting.

Most e-commerce marketers have experienced it. You log into Google Ads and see $200,000 in conversions. Meta shows another $180,000. Shopify reports $300,000 in total sales. The math doesn’t add up.

That happens because each ad platform only sees its own clicks and assumes it caused the sale. When customers interact with both Google and Meta on their way to purchase, both platforms count the same sale as their own. The result is double-counted revenue, inflated performance metrics, and confusion about what worked.

ThoughtMetric eliminates the double-counting by connecting touchpoints across every channel and giving shared credit where it’s due.

Without ThoughtMetric, this brand’s October reporting would have shown $21,000 in inflated ad revenue, making both platforms look stronger than they actually were.

ThoughtMetric helps e-commerce brands uncover what really drives conversions, not just who claims credit for them.

Book a demo to see how multi-touch attribution reveals the full journey behind every sale.

Multi-touch attribution in ThoughtMetric distributes credit for each conversion across all the touchpoints that influenced the customer journey. Instead of giving 100% of the credit to the first or last click, ThoughtMetric assigns partial credit to every channel that played a role in the sale. If the post-purchase survey is enabled, that data is also included, giving marketers an even more complete view of how tracked and self-reported touchpoints work together to drive conversions.

When both Meta and Google Ads are part of the same customer journey, ThoughtMetric automatically splits conversion credit between them, preventing double-counting and giving teams an accurate view of how each channel contributes. The exact distribution of credit depends on the attribution model selected, which is why we recommend using the multi-touch model for the most accurate, cross-channel view of performance.

Does multi-touch attribution work for organic channels too?
Yes. ThoughtMetric tracks both paid and organic touchpoints, including Organic Search, Direct Traffic, and Email, and custom channels giving a complete picture of every touchpoint.

Why is ThoughtMetric’s attribution more accurate than ad platform reporting?
Ad platforms only see their own clicks and assume they caused the sale. ThoughtMetric connects data across all sources, revealing how multiple platforms influence the same conversion so marketers can make smarter, data-backed decisions.