Every ad platform claims credit for every conversion. ILLIXIS deduplicates to show you the real number, the real ROAS, and which platforms actually deserve your budget.
The Real Problem
Run ads on Google, Meta, and LinkedIn. Each platform counts the same person as its own conversion. Three platforms, three conversion claims, one actual customer. You see 90 conversions in your reports. 47 people actually converted. You're calculating CPA and ROAS on numbers that don't exist.
A lightweight first-party tag on your site captures every ad click. When someone converts, the system deduplicates across all platforms and shows you what really happened.
First-party tag captures click IDs from Google, Meta, LinkedIn, TikTok, Microsoft, Pinterest, and Snapchat. Stored in first-party cookies. No third-party tracking.
When a conversion happens, each touchpoint is matched and one real conversion is recorded. One transaction, one record. No double-counting.
Clean, deduplicated conversions are sent back to each platform's server API. Better data in means better targeting out. Lower CPAs over time.
Standalone attribution tools charge $1,000 to $10,000 per month for this. ILLIXIS includes it in your plan, connected directly to your campaign management.
One real conversion, regardless of how many platforms claim it. Transaction-level dedup eliminates double-counting across every channel.
Platform-reported conversions vs. actual conversions. See real cost-per-acquisition and real return on ad spend for every platform.
Last click, first click, linear, time decay, position-based, Shapley values, and Markov chain. All computed. You pick which to view.
Clean, deduplicated conversions pushed back to each platform's server API. Better signal means better targeting means lower cost per conversion.
Every blog post and landing page emits a content touchpoint when an organic visitor reads it. Conversions credit content the same way they credit ad platforms — so you see exactly which post, article, or page drives revenue.
Your real conversions are sent to each platform's server API. Their algorithms learn from accurate data. Your campaigns get better.
Conversions API
Offline Conversions
Conversions API
Events API
Offline Conversions
Conversions API
Platforms reported 95 conversions. Actual: 47. Over-reporting: +102%
| Platform | Reported | Actual | Spend | Reported ROAS | True ROAS |
|---|---|---|---|---|---|
| Google Ads | 35 | 22 | $4,200 | 4.2x | 2.6x |
| Meta Ads | 40 | 18 | $3,800 | 5.3x | 2.4x |
| LinkedIn Ads | 15 | 5 | $2,500 | 3.0x | 1.0x |
| TikTok Ads | 5 | 2 | $800 | 3.1x | 1.3x |
| Total | 95 | 47 | $11,300 | 4.2x | 2.1x |
Simulated dashboard view. Actual data varies by advertiser.
The Small Team
Google says it drove 35 conversions. Meta says 40. LinkedIn claims 15. The real number is 47. Your team has been making budget decisions on a total of 90 that doesn't exist. ILLIXIS shows you the truth.
The Lean Team
Enterprise attribution tools sell this exact capability for four to five figures a month. And they don't connect to your campaign management. Both live in one system, so attribution data feeds directly into budget rebalancing.
The Founder
Every platform's algorithm optimizes toward what it measures. When you feed it inflated conversion data, it optimizes toward the wrong audience. Server-side relay sends your real conversions back to each platform, so their algorithms learn from clean data.
Standalone attribution tools give you a report. Here, attribution data connects directly to your campaign management. When the numbers show Meta outperforming Google, your budget rebalances automatically. Real data, real action, one system.
A first-party JavaScript tag on your site captures click identifiers from every ad platform (Google's gclid, Meta's fbclid, LinkedIn's li_fat_id, and four others). When a visitor converts, the tag sends the complete touchpoint chain to ILLIXIS. Each conversion is deduplicated by transaction ID: one real conversion, one record, regardless of how many platforms touched that visitor.
Seven. Five rule-based models are computed instantly when a conversion happens: last click, first click, linear, time decay, and position-based. Two data-driven models are computed by a daily batch job: Shapley values (which platform combinations drive the most incremental value) and Markov chain analysis (which platforms are essential in the conversion path). All seven run on the same data. Switch between them on the dashboard to see how credit allocation changes.
After deduplication, clean data is sent back to each platform through their server APIs: Meta Conversions API, Google Offline Conversions, LinkedIn Conversions API, TikTok Events API, Microsoft Offline Conversions, and Pinterest Conversions API. This gives each platform's algorithm better data to optimize your campaigns. Clean signal in, better targeting out, lower cost per conversion over time.
Rule-based attribution (last click, first click, etc.) works from the first conversion. Data-driven models (Shapley and Markov) need roughly 100 conversions before the math produces meaningful results. For most advertisers running campaigns on 2+ platforms, that's 2 to 4 weeks.
Yes. The ILLIXIS attribution tag works alongside your existing pixels. Your platform pixels continue firing for retargeting and audience building. The attribution tag adds the deduplication and cross-platform analysis layer on top. If you're already using ILLIXIS conversion tracking, the attribution system connects directly to that data.
Every paid plan includes cross-platform attribution with conversion deduplication. Starter unlocks last-click and first-click models — perfect for getting honest conversion counts after dedup. Professional adds linear, time-decay, and position-based multi-touch models for tenants whose paths span multiple platforms. Enterprise adds data-driven Shapley value and Markov chain attribution for high-volume conversion analysis. It's part of the Advertising Studio suite.
Included on every paid plan — last-click on Starter, multi-touch on Professional, data-driven Shapley + Markov on Enterprise. No separate subscription.