Use cases
Nine situations, and what changes in each
Under three themes: numbers that will not agree, a journey that stops short, a signal that weakens quietly. Each carries the decision at risk, what Raasid exposes, the next step — and its limit.
Theme 1
Numbers that will not agree
The platform says one number and your store another, or two platforms say the same one twice. The decision at risk here is moving a budget.
The platforms' numbers will not reconcile with your store's orders
Orders and customersThe decision at riskYou move budget on a total larger than your real order count, or freeze a channel over a gap that is a measurement gap.
What changes
- What Raasid exposes
- Your store's orders as a stated denominator, how many reached Raasid, were measured and carried a qualified ad interaction — with each platform's figure beside it.
- The next step
- Open the largest gap: orders that never arrived, arrived unmatched, or matched with no ad interaction? Each has a different fix.
- The limit
- It does not say which figure is right. It says what each was computed on.
Cash on delivery, cancellations and returns change the commercial reading
Orders and customersThe decision at riskThe platform records the moment of purchase. What happens afterwards in your store is outside its reach, so you read revenue that was never collected.
What changes
- What Raasid exposes
- The order in the state your store recorded — confirmed, cancelled, returned — and the stages that affect the reading.
- The next step
- Compare a high-cancellation channel with a low one on confirmed revenue, not on order count.
- The limit
- State changes after the order, so the reading settles late. The most recent period is always the least complete.
More than one channel claims the same conversion
Measuring the resultThe decision at riskThe platforms' figures sum to more than your store's orders, so you allocate budget against orders counted twice.
What changes
- What Raasid exposes
- Inside Raasid an order is credited to one channel and one campaign on a stated model, so it is never counted twice — with each platform's own claim still shown beside it.
- The next step
- Read the channels on Raasid's single denominator first, then open the rows where two platforms disagree most.
- The limit
- The model is a choice, not a fact. Last paid click in the example; changing it changes who gets credit.
You need the orders and journeys behind a result, not the total
Orders and customersThe decision at riskA decision on a figure that does not open. Nobody in the room can show what it is made of.
What changes
- What Raasid exposes
- Every aggregate opens into its rows, and every row into its order and the known touchpoints before it.
- The next step
- Pick the row you will have to defend in the meeting, and open it before the meeting.
- The limit
- What could not be tied stays visible as a gap. It is not filled in with an estimate.
Theme 2
A journey that stops short
The visit arrived and never became an order, or became one the ad did not cause. The decision at risk is pausing a campaign that works.
A campaign sends visits that do not progress through the funnel
Journeys and productsThe decision at riskThe campaign gets paused while the problem is after the click — in the page, the cart or the checkout.
What changes
- What Raasid exposes
- The observed stages from visit to confirmed order with their counts, so you can see where paid traffic stops.
- The next step
- Compare the stall stage across two channels. Early points at message-to-page match; late points at checkout.
- The limit
- It shows where observed traffic stopped, not why — and it cannot measure what was never observed.
Product and customer mix changes the advertising decision
Journeys and productsThe decision at riskA channel looks profitable because it sells a product that would have sold anyway, or because it brings back existing customers.
What changes
- What Raasid exposes
- Orders and revenue per product with the share that came through paid ads, and new against returning buyers inside the attributed orders.
- The next step
- Separate new from returning before reading acquisition cost. The denominators differ.
- The limit
- It does not measure incrementality. It cannot say what would have happened without the ad.
Theme 3
A signal that weakens quietly
What changed is the measurement, not the performance. The decision at risk is reading a technical fault as a commercial one.
Your pixel and CAPI both run, and you have no independent order-level reading
Signal qualityThe decision at riskAll you have is each platform's account of itself, with no second source to test it against before a budget call.
What changes
- What Raasid exposes
- An independent count that starts at your store's orders, where every aggregate opens into its rows and then into one order's journey.
- The next step
- Take the top campaign in the platform's report and open its confirmed orders. The difference is the thing that needs explaining.
- The limit
- It neither replaces nor stops the pixel. Both run together on a shared event ID.
Results dropped and the team does not know where to start looking
Measuring the resultThe decision at riskA measurement problem gets treated as a creative problem: working ads are replaced and the gap stays.
What changes
- What Raasid exposes
- The stages stay separate — collection, delivery, acceptance, identifier completeness, matching, attribution, outcome — so you can see which one moved, and when.
- The next step
- Start at signal quality. Steady means the change is commercial; a drop means the number fell before the campaign did.
- The limit
- It shows what changed and when. Deciding why stays a human judgement.
Event delivery or data quality degrades quietly
Signal qualityThe decision at riskThe number slides and reads as weak performance, when the cause is an expired access token.
What changes
- What Raasid exposes
- Each delivery's state as the platform answered it, each identifier's completeness tagged yours or automatic, and an alert when the behaviour changes.
- The next step
- Check the connections reading “needs reconnecting” before you review any campaign.
- The limit
- An alert detects a change in tracking behaviour, not in campaign performance.
Not your situation
Start from your own store's numbers
Connect your store and one ad channel, then read a period you know well. The situation you are in will show up in the rows.