Planning Calculators

Attribution calculators for the post-iOS14 era. UTM builder, conversion lag, MTA platform comparison, incrementality testing, tracking gap estimator, channel mix modeling, and brand vs DR allocation.
UTM Builder
Build tagged URLs with naming conventions.
Attribution Model Comparison
How 5 models split credit across touchpoints.
Tracking Gap Estimator
Underreported conversions post-iOS14.
Conversion Lag Calculator
True conversion window by channel.
Click vs View Attribution
Click-through vs view-through reported revenue.
GA4 Event Name Builder
Generate consistent event naming for GA4 setup.
Conversion API Health Check
Score your Meta/TikTok CAPI event match quality.
Channel Mix Modeler
Simplified MMM — channel efficiency & allocation.
MTA Platform Comparison
Triple Whale vs Northbeam vs Hyros vs alternatives.
Post-Purchase Survey ROI
Value of survey-based attribution.
Brand vs DR Spend Split
How much budget on brand vs direct response.
First-Party Data Value
Owned customer data worth and attribution lift.
Incrementality Test Cost
Cost of running geo-holdout or audience-holdout tests.
About planning calculators

Attribution broke in 2021 and never fully recovered. iOS14 limited pixel tracking, third-party cookies are deprecating, and platform-reported metrics consistently overstate incremental impact. The calculators in this category help operators measure attribution accurately in the modern environment and make budget decisions despite imperfect data.

These 13 tools cover the modern attribution stack: measurement infrastructure (UTM builder, MTA platform comparison for Triple Whale / Northbeam / Hyros, GA4 event setup, post-purchase survey ROI), incrementality testing (tracking gap estimator, true vs reported lift, incrementality test cost-benefit, click vs view attribution gap), and strategic allocation (channel mix modeler, brand vs DR split, first-party data value).

The framework: pixel-based attribution captures last-click and click-attributed view-through, missing 20-40% of true conversions. Server-side conversion APIs (Meta CAPI, Google Enhanced Conversions) recover 15-25% of that loss. Post-purchase surveys capture another 15-25% from non-trackable channels. Combined: ~85-95% attribution coverage for sophisticated brands; 50-70% for those still on pixel-only.

The strategic insight: most operators over-trust platform-reported ROAS and under-trust blended efficiency (MER). Run incrementality tests on your largest channels at least annually — a 6-week 10% holdout costs ~$50K of foregone revenue but typically informs $200K+ of better budget allocation per year.

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