“The important part here is going to be measurement overall itself so having a place where you're able to see that performance in an unbiased way so essentially we want to be able to compare meta with Google with TikTok we also want to be able to see your influencers or your programmatic buys Etc so having all that in one place is very important.”

Central Measurement Platform Is the Foundation — Compare All Channels in One Unbiased View

Each ad network reports its own attributed conversions with an inherent bias toward overcounting. Shane's top tactical advice: use a neutral third-party measurement platform (like AppsFlyer) as the single source of truth so Meta, Google, TikTok, and influencer spend are evaluated on identical terms. Without this, budget decisions are distorted by whichever network shouts loudest about its own performance.