The Attribution Gap: 2 Full Points of Error

The danger of asking complex MTA questions on raw, unstructured data.

⚠️ The Million-Dollar Blind Spot: An analyst forced to query a raw transactional DB to find Q3 Meta Ad ROAS returned an over-inflated 14.14x due to the inability to properly deduplicate recursive attribution paths on the fly. When structured via a Semantic Data Mart, the true attributed ROAS was revealed as 12.13x.