A crypto wallet provider ran Google Search and YouTube campaigns simultaneously but had no cross-channel attribution model. Google reported 340 conversions, the backend showed 890 installs, and nobody could determine which channel drove which users.

A sportsbook operator's Meta Pixel stopped capturing 73% of conversion events after iOS 14.5 rollout. Without accurate signal, the algorithm optimized toward low-intent users, and the team made budget decisions based on phantom data.