Actual Revenue (Shapley)
$2,051,000
Platform Over-Report
-$621,000
Over-Report Rate
23.2%
Waste Recovered
$247,800
Shapley Attribution vs. Last-Click vs. Platform
Game theory attributionShapley Value (truth)
Last-Click
Platform Reported
Attribution Mix
Meta Ads: 28.4%
Google Ads: 31.2%
TikTok Ads: 15.8%
Amazon Ads: 12.1%
DV360: 8.3%
LinkedIn: 4.2%
Platform vs. Actual Revenue Reconciliation
Platforms over-report by $621,000 (23.2%)| Channel | Platform Reported | Actual (Shapley) | Delta | Over-Report % |
|---|---|---|---|---|
Meta Ads | $724,000 | $582,000 | -$142,000 | -19.6% |
Google Ads | $865,000 | $641,000 | -$224,000 | -25.9% |
TikTok Ads | $380,000 | $324,000 | -$56,000 | -14.7% |
Amazon Ads | $315,000 | $248,000 | -$67,000 | -21.3% |
DV360 | $263,000 | $170,000 | -$93,000 | -35.4% |
LinkedIn | $125,000 | $86,000 | -$39,000 | -31.2% |
| Total | $2,672,000 | $2,051,000 | -$621,000 | 23.2% |
Metric Translation: L3 → L2 → L1
Technical → Business → ExecutiveL3Technical Metrics
For Media Teams
CPM
$8.40↓ 12%
CTR
2.8%↑ 18%
CPC
$0.42↓ 8%
Viewability
78%↑ 5%
Frequency
2.4x↓ 15%
L2Business Metrics
For Marketing Directors
CPA
$24.50↓ 22%
ROAS
4.1x↑ 46%
Conv. Rate
3.2%↑ 28%
CAC
$68↓ 18%
LTV:CAC
5.2x↑ 31%
L1Executive Metrics
For CMO / CFO / CEO
Revenue Impact
$2.05M↑ 46%
Marketing ROI
312%↑ 52%
Waste Recovered
$247.8KNew
Media Efficiency
82.6%↑ 14%
Incremental Rev.
$650K↑ 38%
Statistical Power Analysis & Incrementality Testing
Geo-Lift (Meta)
completedStatistical Power
92%
Lift
+18.4%
Confidence
95%
p-value
0.003
Conversion Lift (Google)
completedStatistical Power
88%
Lift
+22.1%
Confidence
90%
p-value
0.008
Holdout (TikTok)
runningStatistical Power
75%
Collecting data…
Geo-Lift (DV360)
plannedStatistical Power
81%
Scheduled for next cycle