Five months, three TikToks and a sale nobody could track

Gerard just lived the perfect example of why B2B attribution is so hard. In January he saw a TikTok from a company that does server side pixel tracking. No like, no comment, no follow. He shared it in Slack and moved on. In May the same creative surfaced and he shared it with a team member. In June a third video went straight to Pete, who booked a demo, set up the account and locked it in. Gerard entered the credit card. He was the first touchpoint and the final payment, five months apart, and everything in between was digital, trackable in theory and invisible in practice. The irony: the company sells tracking. If you cannot tell where your leads come from, you are in the same boat as everyone else. Get comfortable with the unknown, keep the content going out, and accept the sale might take one month or twelve to close.