Ad dashboards are built for acquisition.

They measure:

* Clicks
* Impressions
* Conversions
* Cost per acquisition
* Immediate return on ad spend

They are not built for lifecycle revenue.

Backend performance exists outside their line of sight.

CBSplit was designed to restore that visibility.

Advertising systems optimize for:

* Fast feedback loops
* Immediate conversion signals
* Short attribution windows
* Predictable optimization cycles

Backend revenue unfolds through:

* Upsells
* Refund windows
* Subscription rebills
* Repeat purchases
* Delayed confirmations

These events occur beyond typical ad attribution windows.

Most ad platforms rely on:

* 1-day click windows
* 7-day click windows
* Limited view-through attribution
* Pixel-based tracking

Backend revenue often appears:

* After refund periods close
* During later billing cycles
* Weeks after the first purchase

The ad dashboard cannot connect this revenue back to acquisition accurately.

Ad dashboards typically report:

* Gross conversion value
* Front-end purchase totals
* Pixel-reported revenue

They do not automatically subtract:

* Refund amounts
* Chargebacks
* Subscription cancellations
* Failed rebills

Gross revenue creates the illusion of performance.

Net revenue determines real profitability.

Many backend flows occur:

* On external checkout systems
* Through third-party billing platforms
* Via server-to-server callbacks
* Across multiple domains

Ad pixels often cannot:

* Persist identity across these systems
* Attribute later revenue accurately
* Stitch lifecycle events together

Backend revenue becomes disconnected from traffic source data.

Ad dashboards may show:

* Strong day-one ROAS
* Stable cost per conversion
* Positive acquisition efficiency

They do not show:

* Cohort-level churn
* Refund clustering
* Rebill survival rates
* Processor risk signals

Scaling based solely on front-end ROAS can amplify backend instability.

True performance measurement requires:

* Server-side event stitching
* Refund-adjusted calculations
* Rebill-aware attribution
* Cohort-based LTV tracking

Ad dashboards are not architected for this depth.

CBSplit operates at the lifecycle layer.

Advertising drives entry.

Backend systems determine durability.

Without integrating backend revenue into evaluation:

* Profitable campaigns may be paused prematurely
* Fragile campaigns may be scaled aggressively
* Long-term ROI is miscalculated

CBSplit bridges the gap between acquisition and retention economics.