See which campaigns actually drive profitable growth.
Meta inflates. Google inflates. Neither tells you the truth. Upstack Analytics gives you a single source of truth for contribution margin, true ROAS, and the campaigns worth scaling — all built on identity-resolved first-party data, not platform-reported fiction.
Paire improved MER by 24% and blended NET ROAS by 40% in 30 days. PWT achieved 90x ROI.
Trusted by DTC brands spending $50K\u2013$5M/month on paid acquisition
4.9/5 on Shopify App Store
1,000+
Brands
actively running Upstack
40%+
Matched events
average signal uplift
<20 min
Setup
most brands go live
Platform-reported metrics don’t match your bank account.
Facebook says 4x ROAS. Google claims credit for the same sale. Your spreadsheet reconciliation tells a completely different story. You’re making six-figure budget allocation decisions on numbers you don’t trust — and you know it.
Every platform inflates to keep your spend flowing. And the tools you bought to fix this have the same problem: when 50–70% of conversion events can’t be matched to real users, even the most sophisticated multi-touch model is building on sand.
The result? You’re flying blind with real money. Scaling campaigns that look profitable in Meta but lose money in reality. Cutting campaigns that actually work because another platform stole the credit.
Three dashboards. Three different ROAS. Zero confidence.
| Platform | What It Claims | Reality | Impact |
|---|---|---|---|
| Meta Ads Manager | 4x ROAS | Claims credit for conversions it didn’t drive | Inflated ROAS, overspend on wrong campaigns |
| Google Ads | 3x ROAS | Also claims credit for the same sale | Double-counting, can’t reconcile |
| Your spreadsheet | 1.8x ROAS | Closer to truth but can’t explain the gap | Budget decisions based on confusion |
| Attribution tool (TW, etc.) | “Modeled” ROAS | 50–70% of events can’t be matched to real users | Math on incomplete data |
“Our problem was a very classic Triple Whale solving problem, which is we didn’t know which creative campaign is actually bringing the return in revenue. Facebook has a tendency to bloat the ROAS.”
— Nathan Yun, Founder, Paire
Identity-resolved attribution. Numbers that match your bank account.
Traditional attribution tools try to solve a measurement problem. Upstack solves an identity problem first — and measurement becomes accurate as a consequence.
Connect
Connect Shopify, your ad accounts, and your lifecycle tools. Conversion data, ad spend, and customer journeys flow into one view. No warehouse, no SQL, no analyst.
Resolve
Upstack ID resolves who your customers are across every device, session, and channel. A customer who clicks a Meta ad on mobile Day 1 and purchases on desktop Day 14 is recognized as one person.
Decide
With identity-resolved data, every metric becomes trustworthy. True ROAS, new vs. returning CAC, multi-touch attribution, and contribution margin — numbers that match your bank account.
Identity-first vs. model-first
Traditional attribution
Events arrive → 50–70% can’t match → model fills gaps with guesses → “modeled” numbers that don’t match Shopify
Upstack Analytics
Events arrive → Upstack ID resolves identity → 90%+ matched → attribution on complete journeys → numbers match your bank account
Real metrics from real brands. Not modeled. Not inflated.
| Metric | Without Analytics | With Analytics |
|---|---|---|
| Event-to-person matching | 30–50% | 90%+ |
| Attribution model input | Fragmented journeys | Complete journeys |
| New vs. returning CAC | Can’t separate | Clearly segmented |
| Cross-channel reconciliation | Conflicting numbers | Single source of truth |
| Time to decision-quality data | Weeks to calibrate | 7–10 days |
Paire
+24% MER in 30 days
Nathan Yun had a “classic Triple Whale problem” — couldn’t tell which campaigns drove real revenue. After Upstack fixed the identity layer: 20% CAC drop, 40% blended NET ROAS jump, 18% RAAD improvement. All in 60 days.
Perfect White Tee
90x ROI
8-figure brand spending six figures on Meta monthly. CAC dropped 33% in 60 days. Record-setting performance within 60 days — while the rest of DTC was in panic mode about “broken” Meta.
Mika & Sammy’s
+85% ad spend, only +4% CPA
Scaled ad spend 85% over 6 months while CPA only increased 4%. When you know which campaigns to scale and which to cut, you can pour fuel on the right fires.
“We were running campaigns without really knowing what was working. Upstack gave us visibility we’d never had — and recovered revenue we didn’t even know we were missing.”
Nathan Yun
Founder, Paire
Paire had tried Triple Whale and Instant. Dashboards looked great but top-line revenue didn’t move. After switching to Upstack, MER improved 24%, blended NET ROAS jumped 40%, and CAC dropped 20% — all within 60 days.
You can’t attribute what you can’t identify.
Traditional attribution tools measure what they can see. When 50–70% of events are unmatched, they model the gap. Upstack clears the gap with identity — so every metric starts with truth.
True ROAS
Blended, cross-channel return on ad spend calculated from first-party data. Not the inflated numbers Meta and Google self-report.
New vs. Returning CAC
See what you actually pay to acquire a new customer vs. re-acquiring someone who already bought. Most brands can’t make this distinction.
Multi-Touch Attribution
Credit distributed across the real customer journey — first touch through conversion. See which campaigns introduce, nurture, and close.
Contribution Margin
Real profit after ad spend, not vanity revenue numbers. The metric your CFO actually cares about.
Named mechanism: Identity-Resolved Attribution
It’s not modeled attribution. It’s not probabilistic. Upstack starts with deterministic identity from Upstack ID and builds attribution on top. When a customer clicks a Meta ad on mobile Tuesday and buys on desktop Saturday, Upstack knows it’s the same person. Traditional attribution tools see two strangers.
Traditional attribution tools measure broken data. We fix the data first.
Identity-first attribution, not model-first guessing
vs. Triple Whale
Triple Whale measures broken data and fills gaps with statistical models. Upstack resolves identity first, then attributes on complete journeys. Event-based pricing ($149–$2,549/mo) vs. GMV-based pricing ($449–$4,099+/mo). Most brands save 25–73% switching.
Tracking + attribution in one platform
vs. Triple Whale + Elevar
Most brands pay for a tracking tool AND an attribution tool — two contracts, two dashboards that never agree. Upstack replaces both. One vendor, one bill, one source of truth.
Fixes the data, then measures it
vs. Northbeam
Northbeam is a sophisticated measurement layer that relies on your upstream tracking. If those events are broken, Northbeam’s models inherit the damage. Upstack fixes the data layer first. Starting at $149/mo vs. $999/mo.
No incentive to inflate
vs. native platform reporting
Meta wants you to spend more on Meta. Google wants you to spend more on Google. Upstack doesn’t run ads. We just show you what happened — the numbers that match your bank account.
Analytics is the final layer of the Upstack stack.
Upstack Pixel captures events. Upstack ID resolves identity. Signal and Flow activate that identity. Analytics shows you the truth about what’s working.
Frequently asked questions about Analytics
Stop guessing which campaigns are working.
Start a 21-day free trial. See your true ROAS, real CAC, and which campaigns actually drive profit. 60-day money-back guarantee if you don’t see the difference.
Cancel anytime
Not ready for a trial? Book a 15-minute walkthrough or read our DTC tracking guide.