Every platform reports its own version.
Wayfinder reconciles the path.

Wayfinder is the Lapis measurement layer. It connects conversion signals from ChatGPT Ads, Google, Meta, and your first-party systems, reconciles them against one confirmed outcome record, and applies a single declared attribution model so growth and finance can read the same numbers.

Each platform uses its own attribution window, counting method, conversion timestamp, time zone, and view-versus-click policy, and each can only see the touchpoints it served. Those choices are defensible on their own but are not comparable, so the same order can be claimed several times. Wayfinder preserves each reported total and explains every known difference.

No, and no measurement system honestly can. Wayfinder assigns credit under an attribution model you declare, shows the evidence behind each allocation, and labels what is observed, matched, modeled, or unresolved instead of presenting a single unexplained answer.

Every outcome gets a stable ID from your system of record, which keeps the ledger idempotent. Browser and server copies of the same event reconcile to that ID, and Wayfinder maps it to each platform's destination-specific key. The outcome is deduplicated first and attributed second.

A conversion your business can verify: an order in billing, a qualified lead in CRM, an activated account, or a subscription in your product database. Platform-reported conversions are kept alongside as claims, not as the outcome count.

No. Wayfinder runs beside your analytics, tags, warehouse, and dashboards. Your existing pixels keep feeding the platforms that need them, and Wayfinder adds the reconciled outcome ledger those tools cannot produce on their own.

Wayfinder carries campaign context through redirects, signup, OAuth, and authentication, then links the anonymous session to the authenticated customer record and the confirmed backend outcome. Handoffs that cannot be linked with permitted evidence stay unresolved rather than being guessed.

It stays unattributed and the reason is shown. Wayfinder never forces a winner to make a chart add up, because a fabricated allocation is more expensive than an honest gap.

Wayfinder is built around consent state and authorized matching fields. Signals only move where consent and your governance rules permit, identity matching uses permitted first-party data, and the consent basis travels with the event.

Yes. Wayfinder routes confirmed lifecycle events with stable IDs, authorized matching fields, and consent rules intact, so bidding systems get stronger inputs without changing the business record.

Attribution assigns credit; it does not establish incrementality. Wayfinder gives you a reconciled outcome base for geo holdouts, lift studies, and experiment-calibrated MMM, and shows the assumptions and uncertainty behind each result.

It starts with a measurement review of your conversion definitions, platform settings, identity handoffs, consent requirements, and data gaps. Timing after that depends on the systems being connected and the access and approvals your team can provide.