Ask three platforms who drove yesterday's orders and you will get four answers, each of them generous to the platform doing the answering. Attribution windows stretch, view-through conversions get counted, and the same order is claimed twice. None of this is a scandal. It is simply what happens when the scorekeeper is also a player.
That is why Delmonte reports against contribution margin and cash, not against platform dashboards. We keep saying the same line to every client because we mean it: if a number cannot survive a finance meeting, we do not celebrate it.
Getting there is work. It means agreeing what margin actually contains, netting out discounts and shipping and fees. It means testing incrementality the honest way, with holdouts and controlled experiments rather than screenshots. And it sometimes means accepting that a channel the dashboard loves is not adding much once you stop counting the orders that would have arrived anyway.
In our experience brands rarely enjoy the first month of honest measurement. They enjoy every month after it, because for the first time the number that goes up is one they can bank.