Your attribution tool is charging you $1,500/mo. For what, exactly?

Three tabs open. Meta says one number. Shopify says another. Your attribution tool says a third.

You do the math on a calculator, shrug, and go with your gut.

If you've done that enough times, you've probably started wondering what exactly you're paying for. Whether the next tool you try will actually be different. And why none of these dashboards hold up under scrutiny.

Brat Vukovich — co-founder of Inceptly — just published the clearest breakdown we've seen of what's actually happening inside any attribution tool. Not the marketing version. The real one: what the tracking does, how the models work, and how to tell substance from sales language.

Required reading if you're in a vendor evaluation, weighing a renewal, or have ever wondered why your three dashboards never agree.

He brings the receipts too. Customer reviews describing missing order blocks and wrong totals. Trustpilot scores these vendors don't advertise. One vendor's own help docs admitting their AI "may invent metric definitions and feature names that sound plausible."

👉 Read the full breakdown on The Dashboard

If you run a Shopify D2C brand on Meta or Google ads, Bratrax Lite — the tool Brat built — is opening 10 free beta spots before public launch.

A full month of access. No card required. No sales calls. Deadline April 24.

👉 Apply for a beta spot