Our own attribution, in true margin.See which channel really wins each customer, then act on it.
Acquisition & Activation runs a first-party attribution engine, our own pixel, identity graph and touchpoint log, so credit is assigned from journeys we actually captured, never a platform's self-reported number. It compares every attribution model against a fitted blend, triangulates each channel three independent ways to reveal the dark channels a pixel can't see, profiles the customers each source wins, then packages margin-true audiences you sync to Klaviyo and reports the contribution margin they return. We feed the channel; we never touch your store.
The attribution questions ad platforms can't answer.
Not last-click ROAS. Which channel truly wins each customer, what model you can trust, the channels no pixel can see, and the audiences to act on.
Compare every model. Trust the blend.
Our own pixel, identity graph and order webhook log the real touch sequence behind each order, so we can credit the same conversions under last-click, linear, time-decay, position-based and engagement, plus a fitted blend, side by side. You see exactly how the answer changes by model instead of trusting one black-box number, and the credit-shift off last-click is the decision-relevant artifact: who was over-credited for closing, who was under-credited for assisting. Every figure reconciles to your order count, with the unattributed share shown openly.
- Five models plus a fitted blend. The same orders, credited every way, in CM1
- Credit-shift off last-click. Who gains, who loses, when you stop trusting the click
- Reconciled, honestly. Attributed vs total orders, unattributed shown, never hidden
| Channel | Last-click | Linear | Time-decay | Blend ● |
|---|---|---|---|---|
| Shopping | $148k | $118k | $124k | $110k |
| Meta paid | $92k | $98k | $96k | $101k |
| Referral | $34k | $58k | $52k | $65k |
| Direct | $71k | $63k | $66k | $60k |
| Email / SMS | $18k | $34k | $31k | $40k |
| Organic search | $44k | $52k | $50k | $58k |
Read every channel three ways. See the ones no pixel can.
Every other tool tells you what a channel earned. We triangulate three independent lenses on what each channel is worth to your margin: what our pixel credited, what your customers said in a "how did you hear about us?" survey, and what it cost in spend, all in contribution margin. When the lenses agree, trust the number. When they diverge, the gap is the signal. And the dark channels a pixel structurally cannot see, podcast, radio, word of mouth, surface here in the real margin they drove, the demand every attribution tool on the market silently drops.
- Three lenses, one denominator. Pixel, survey and spend efficiency, all in CM1
- Agree or investigate. A clear signal on every channel, not one black-box number
- The dark-channel reveal. Pixel-blind, survey-seen channels, in margin
| Channel | Pixel CM1 | Customers said | CM1-ROAS | Read |
|---|---|---|---|---|
| Shopping | $110k | $71k | 2.1× | pixel over-credits |
| Meta paid | $101k | $108k | 3.4× | aligned |
| Referral | $65k | $94k | — | pixel under-credits |
| Email / SMS | $40k | $43k | 6.2× | aligned |
| Podcast | none | $18k | — | dark channel |
| Word of mouth | none | $8k | — | dark channel |
Acquire for margin, not just for volume.
A cheap source of customers who never pay back is an expensive habit. Plotting each channel by how many customers it sends against the contribution margin of the first orders those customers place separates the channels that bring volume from the ones that bring value. The biggest arrival source is rarely the best one: it surfaces the high-volume, low-quality channel to rethink and the small, high-quality channels worth scaling. Strictly descriptive arrival quality at the moment of arrival; the cost side and the lifetime side each have their own view.
- Volume against value. Customers sent plotted against first-order CM1 quality
- Cheap is not free. High-volume, low-margin channels surfaced honestly
- Scale what compounds. The small channels that arrive far above baseline
Meta-acquired customers look like this. Google's look like that.
Two channels can send the same number of customers and acquire completely different people. The per-source profile is the cross-cut: one card per acquisition source, each a one-glance archetype of the customers it wins, repeat rate, lifetime contribution margin, the persona mix from the identity engine, the entry-product split, and where that cohort ends up, champions and loyalists versus one-and-done. It is the single read that makes every other number interpretable: not just that a channel is cheaper, but who it actually brings you.
- One archetype per source. Repeat, CM1-LTV and persona mix, side by side
- Where they end up.Each cohort's share reaching loyal vs one-and-done
- Ties to segmentation. The persona mix links straight to who they are in life
See which front door flows into a second order.
Attribution tells you which channel won the customer; the cross-product read tells you which product did, and where they went next. Built from your order history alone, it maps every entry product to what customers expand into, so you can see which front doors flow straight into refills and subscriptions and which lead nowhere. It is the cross-sell view no ad platform can give you, and it works before a single ad account is connected.
- Entry to expansion. Every front-door product mapped to what comes next
- Repeat by entry product. Which products acquire customers, not just orders
- Works on day one. Built from order history, no ad account required
Turn every read into an audience, synced to Klaviyo.
Insight that stays on a chart changes nothing. Every read in Margin OS becomes a margin-true audience in a canonical library: a VIP lookalike seed, a second-order nudge, a win-back for lapsing value, a suppression list to keep one-time deal seekers out of full-margin sends. Each is built on true contribution, deduped against the others to stop over-messaging, and pushed to Klaviyo as a list. We add the people to the list, you press send. Membership-only activation, we never send for you and never touch your store.
- Built on margin. Audiences defined by contribution, not recency or spend
- Deduped and canonical. One library, no customer hit by three lists at once
- Pushed to Klaviyo. Membership sync; your team presses send
Close the loop: the margin each audience returned.
Klaviyo shows you revenue. It never shows you contribution margin, and it certainly never tells you what a specific audience returned. Audience Performance closes the loop: push a margin-true audience, target it, and we report the true CM1 that audience generated over time, the dispatch month marked so you can read contribution before and after. It is descriptive performance reporting in real margin, the only place that shows what an activated audience was actually worth, drillable to the members who came back.
- In true margin.The CM1 an audience returned, not Klaviyo's revenue
- Before and after. The dispatch month marked on the trajectory
- Drillable. Down to the members who returned and what they carried
Our own tracking, reconciled to true profit.
Attribution is credited from journeys we captured ourselves; the cross-product and audience reads work from your order history, so the core read runs from day one.
◇First-party attribution engine
Our own pixel, identity graph and order webhook log the real touch sequence behind each order, so credit is assigned from journeys we captured, never a platform's self-reported number.
☵Orders & true cost
Every order, refund and discount with COGS, shipping and fees, so each channel and each entry product is judged on contribution margin, never revenue passed through.
↗Survey & owned audiences
A "how did you hear about us?" survey powers the third lens and the dark-channel reveal; every audience pushes to Klaviyo as a list and reports the CM1 it returns.
Built by an award-winning analytics team.
Margin OS comes from Blufire, trusted by 100+ mid-market and enterprise brands and recognised across the APAC and Global Search Awards. The same people now model your margin.
One read of eight.
Every part of the business, denominated in the same contribution margin.
The things buyers ask.
See which channel really wins each customer.
Drop in our pixel and connect your store and costs. We credit acquisition from your own tracking, compare every model, triangulate each channel in true margin, and hand you the audiences to act on.
Drop in the pixel
Our first-party tracking starts logging journeys.
Connect store & costs
Orders, COGS, shipping and fees, mapped with us.
Compare the models
Five models and a fitted blend, reconciled in CM1.
Triangulate & profile
Three lenses per channel; who each source wins.
Activate & measure
Sync to Klaviyo; read the CM1 it returns.