B2B SaaS Platform recovers $2M in misattributed spend

Advanced attribution modeling delivers immediate ROI optimization

Executive Summary

A fast-growing B2B SaaS platform was struggling with broken attribution following iOS 14.5 updates. Within two weeks, Lumen Insights implemented custom attribution modeling that identified $2M in misattributed marketing spend, enabling immediate budget reallocation and a 30% reduction in customer acquisition costs.

The Attribution Crisis

Following the iOS 14.5 update, the client's attribution model completely broke down. Marketing teams couldn't determine which channels were actually driving qualified leads and revenue, leading to significant budget waste and missed growth opportunities.

40% of conversions were incorrectly attributed to paid channels

Marketing team lost confidence in campaign performance data

Budget allocation decisions were based on incomplete information

Customer acquisition costs were rising despite increased spend

Custom Attribution Framework

Lumen Insights built a comprehensive attribution model using first-party data, server-side tracking, and advanced cohort analysis. We implemented incrementality testing across all paid channels to establish true causal relationships.

Our Approach:

Deployed server-side tracking infrastructure

Built custom attribution model using first-party data

Implemented incrementality testing framework

Created real-time dashboard for marketing team

Established ongoing optimization protocols

Timeline: 2 weeks to implementation, 4 weeks to full optimization

Immediate Impact and Long-term Value

The new attribution model revealed that 40% of attributed conversions were actually organic, enabling the reallocation of $200k monthly budget from over-attributed channels to high-performing organic amplifiers.

$2M

Misattributed spend recovered

Annual budget reallocation based on true attribution

30%

CAC reduction

Customer acquisition cost improvement in 6 weeks

65%

Qualified lead increase

Volume improvement through optimized channel mix

"They found $2M in misattributed spend in two weeks. Saved us months of trial and error."

Sarah Chen

VP Growth

B2B SaaS Platform

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What's Next

The client has since expanded the attribution model to include offline touchpoints and is exploring predictive customer lifetime value modeling.

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