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You grew on TikTok.
Meta gets the credit.

For founders who built the brand on TikTok and creators. Upload your free Google Analytics export and see which channels actually make you money, in 1–2 minutes.

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Full refund within 30 days, no questions asked. You keep the read. Prices exclude VAT.

One path, illustrated
  1. Sees it on their For You pageLast-click credit: 0%
  2. Googles the brandLast-click credit: 0%
  3. Checks your InstagramLast-click credit: 0%
  4. Clicks a Meta retargeting ad and buysLast-click credit: 100%

Last-click pays the final step and nothing else. The causal read asks what each step caused.

Why TikTok-first attribution is harder than it looks. The sale never happens where the journey starts.

You went viral, orders came, and now finance wants receipts for the TikTok, creator and Spark Ads budget. TikTok's report shows a modest ROAS. Meta's looks better. But your whole funnel starts on TikTok.

What if Meta is mostly collecting sales TikTok already made? Last-click cannot tell you. It hands the sale to whatever was clicked last.

  • Creators come without a pixel

    There is no tracking pixel on word of mouth. A creator video can feed Meta, Google and organic for weeks while the dashboard logs it as zero.

  • Virality is not revenue

    A video with millions of views feels like winning. Views are not money. The question is whether revenue moved because of it, and that is a causal question dashboards cannot answer.

  • Finance speaks a different language

    You know the brand runs on TikTok. Finance sees a low ROAS line and wants it cut. A causal read turns 'trust me' into a number finance can check against your own GA4 export.

The causal read asks a different question. What would sales have been without it?

Last-click asks who touched the sale last. The causal read estimates, from the GA4 history you already have, what sales would have been without each channel: incremental sales are sales with the channel minus sales without it.

The math, as an illustration:

  1. TikTok costs €5,000 a month. Last-click credits it with €4,000 in sales: 0.8x, and finance wants it gone.
  2. Switch it off and total sales fall by €15,000 a month, because the searches, Instagram visits and Meta retargeting clicks it started stop too.
  3. So TikTok caused €15,000 on €5,000 of spend: 3.0x.

Last-click said cut it. The counterfactual says it is the reason the others work. If a channel is only collecting sales that would happen anyway, the read says that too.

Illustrative round numbers, not a customer result. Your own read shows your channels.

What it answers for TikTok-first brands

  • Is TikTok making you money, or just views?
  • How many of the sales search and email close did social start?
  • Is the creator budget moving revenue, in a number finance accepts?

Every channel gets a data-health score from 0 to 100 and a next step. A channel under 1% of credit on both methods is called too small to act on, not guessed at. How the read works.

This is what €99 buys. Your read, channel by channel.

Direct split back to the channels that sent those buyers. Last-click next to the engine. A data-health score and a next step for every channel.

31%

of last-click credit sat on Direct.

Direct is not a channel. The read splits it back.

Illustrative sample

Where Direct’s credit goes: Organic Search +9, Email +8, Paid Search +6, Paid Social +4, Cross-network +4

Last-click, Direct left outEngine, after the splitData health, 0 to 100
  1. Paid SearchAgrees
    Last-click, Direct left out: 34%
    Engine, after the split: 31%

    Data health 96

    Within 25% of last-click. Hold.

  2. Paid SocialEngine lower
    Last-click, Direct left out: 22%
    Engine, after the split: 14%

    Data health 93

    Cut spend a little in one region. Compare revenue after 14 days.

  3. Organic SearchAgrees
    Last-click, Direct left out: 18%
    Engine, after the split: 21%

    Data health 97

    Within 25% of last-click. Hold.

  4. EmailEngine higher
    Last-click, Direct left out: 11%
    Engine, after the split: 19%

    Data health 91

    Put a little more effort here. Judge it after 21 days.

  5. Cross-networkEngine higher
    Last-click, Direct left out: 9%
    Engine, after the split: 12.4%

    Data health 81

    Raise spend a little in one region. Compare revenue after 21 days. Data health under 90: move in steps.

  6. UnassignedFix tagging
    Last-click, Direct left out: 5.4%
    Engine, after the split: 2.1%

    Data health n/a

    No tracked source. Tag every link with a UTM source and medium, then run a new read.

  7. ReferralToo small
    Last-click, Direct left out: 0.6%
    Engine, after the split: 0.5%

    Data health 88

    Under 1% on both methods. Too small to act on.

Round numbers for illustration, not a customer’s read. Your read shows your own channels from your GA4 export, with your common paths to purchase and receipts that check every number against the file.

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Named results. Published with each brand's sign-off.

Three Dutch fashion brands so far. The read works the same way on any GA4 export, whatever you sell.

Read all five case studies

Questions TikTok-first founders actually ask.

  • Is TikTok Shop actually making me money or just going viral?
    Views are not revenue. A causal read on your Google Analytics export estimates what TikTok caused in the sales your site records: sales with TikTok minus sales without it. If TikTok starts journeys that Meta or email close days later, last-click is hiding it and the read shows it. Orders placed inside TikTok Shop happen in TikTok, not on your site, so Google Analytics does not see them; read those in TikTok's own reports.
  • How do I prove to finance that creator marketing works?
    Dashboards log creators as zero because word of mouth has no pixel. Tag creator links with UTMs so Google Analytics records creator traffic as its own source, and the causal read includes it: sales with creators minus sales without them. That is one number finance understands, and every number in the read checks against your own export.
  • Do I need a data team or a pixel to run this?
    No. If you can export a report from Google Analytics, you can run it. No code, no pixels, nothing to install. Export the report, upload it, and the first causal read is ready in 1–2 minutes, for €99.
  • Why does Meta claim every sale when my brand grew on TikTok?
    Because Meta often has the last click, and last-click attribution gives the final touch 100% of the credit. TikTok opens the journey; Meta closes it days later and takes the trophy. Causal attribution credits each channel with what it actually moved: sales with TikTok minus sales without it.
  • What does it cost to find out?
    €99 once for your first causal read, refundable within 30 days, no questions asked: upload one Google Analytics export and get the answer in minutes. Pro is €299 a month, billed monthly, cancel any time. No annual contract, no sales call required.

Keep reading. The terms and comparisons behind this page.

New to the method? Start with causal attribution or why last-click misleads.

Your platforms guess.
We run the math.

Upload a GA4 export and see what each channel caused, next to last-click, in 1–2 minutes. The read is yours to keep.

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The free finding runs in your browser. Your file never leaves it. The full read is €99, refundable within 30 days, no questions asked. Prices exclude VAT.