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Attribution reconciliation means keeping all three numbers visible.

Platform claims, GA4 measurement, and real revenue should sit side by side.

Attribution breaks when one dashboard becomes the truth. A campaign can claim conversions, GA4 can miss revenue, and the backend can still prove what actually sold. jujugrowth keeps those three numbers separate so the gap is visible before it drives a bad budget decision.

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The reconciliation view

Platform-claimedGoogle Ads, Meta or another platform credits itself for a conversion.
GA4-measuredAnalytics records the website or app event it actually saw.
Commerce-truthShopify, billing or your backend confirms orders, subscriptions, signups or MRR.

The point is not to declare one attribution model perfect. The point is to expose the disagreement. If the platform number is high and backend truth is low, spend may be chasing a proxy. If backend truth exists and GA4 shows zero, tracking is broken. If all three agree, you finally have a number worth acting on.

Dogfood example: jujugrowth found $69 of real subscription and credit revenue over five days that GA4 reported as $0. The backend proved the money existed. GA4 proved the purchase event was not reaching analytics. The fix was a tracking repair, not a budget guess.

What jujugrowth does with the gap

It starts read-only. It can see the numbers, but it cannot spend or change your accounts by default. You keep control while the system keeps the truth visible.