Attribution hole detection

Attribution holes are leaks disguised as "organic" or "direct" traffic. Omesta cross-references Stripe revenue against ad-platform-attributed revenue and flags the gap.

The math

If Stripe shows $100k in revenue this month, and Meta + Google + TikTok report a combined $62k of attributed revenue (accounting for deduplication), the $38k gap is your attribution hole. Some of that is legitimately organic; the rest is revenue your ad platforms drove but couldn't claim.

Common root causes

• Pixel not firing on mobile Safari: iOS 14+ ITP blocks third-party cookies; you need server-side CAPI.
• UTM-less paid-social landing pages: the campaign drove the click but nothing encoded the source.
• Post-purchase redirect dropping the referrer: Shopify's checkout sometimes strips UTMs on the thank-you page.
• Attribution-window mismatch: Meta defaults to 7-day-click, 1-day-view; Stripe cohorts churn in 90 days.

What Omesta does

We don't just flag the gap. We trace it to a specific failing pixel, missing UTM, or window mismatch, and give you the fix.