CASE STUDY 1 - How We Uncovered a $47K Monthly Attribution Leak That Was Killing a Series A Startup's Growth
The Client Series A B2B SaaS company, $3M ARR, targeting mid-market sales teams. Recently raised $12M, board expecting 3x growth, CEO burning through cash on ads that "weren't working."
The Nightmare The CEO was getting questioned by the board about burn rate while the CMO was 48 hours from killing Facebook entirely. Facebook ads showed terrible performance while Google looked amazing. The CMO was ready to kill Facebook and triple down on Google. But something felt wrong.
Facebook dashboard: $180 CAC, terrible ROAS
Google dashboard: $95 CAC, great ROAS
Reality: They were about to fund their worst channel and kill their best
The deeper problem? Their attribution windows were completely misaligned with actual customer behavior. B2B buyers were taking 4-6 days to convert, but Facebook was only getting credit for same-day conversions.
Three weeks before our intervention, he presented "strong Google performance" to the board. After the fix, he had to email them saying "I was completely wrong about our best channel."
What We Found in 72 Hours: We traced 100 recent customers from first touch to purchase. The results were shocking:
67% of customers credited to "organic" actually came from Facebook
Google was getting credit for users who clicked Facebook ads 3 days earlier
They were burning $47K monthly, scaling the wrong channel
Their "organic" growth was paid Facebook traffic
The Fix That Changed Everything. We rebuilt their attribution stack in 3 days with cross-device tracking and proper conversion windows. The real numbers revealed a complete reversal:
Facebook true CAC: $78 (not $180)
Google true CAC: $156 (not $95)
Monthly waste eliminated: $47K
Growth acceleration: Immediate
The 30-Day Results
Reallocated $40K monthly from Google to Facebook
Overall, CAC dropped 34%
Lead quality improved (Facebook drove more qualified prospects)
The board meeting went from damage control to celebration
Why This Matters Most Series A companies are presenting fake growth metrics to their boards while funding their competitors.
The CEO's Reaction: "I was 48 hours away from killing our best channel and doubling down on our worst. Godwin didn't just save us money - he saved our entire growth trajectory."
Ready to see where you're leaking money? I'll audit your attribution for free. If I don't find at least $50K monthly in waste, dinner's on me.