CASE STUDY · D2C / WELLNESS
MyMuse
GA4 showed ₹11.5K/mo. Real AI revenue: ₹81.2K/mo. 7× hidden.
₹11.5K/mo
GA4 Reported
₹81.2K/mo
Actual AI Revenue
7×
Attribution Gap
+₹29.34L
Year 1 Net
The problem
MyMuse ran healthy AI-channel referrals in GA4 but suspected the number was wrong. Their post-purchase data hinted at a much larger AI-driven revenue base that GA4 was collapsing into 'direct'.
The intervention
- 01Deployed our DACT (Direct AI Conversion Tracking) attribution layer
- 02Reconciled GA4 sessions against post-purchase survey + checkout source signals
- 03Built a 12-month attribution model accounting for multi-touch agent journeys
- 04Compared modeled revenue against direct/organic baselines
The result
Real AI-driven revenue was ₹81.2K/mo - seven times what GA4 reported as ₹11.5K/mo. Year-1 net additional revenue traceable to AI: ₹29.34 lakh.
Growth table
MyMuse revenue from AI, per month: GA4 versus measured
Metric
Before
After
Change
Reported AI revenue (GA4)
-
₹11.5K/mo
Pre-DACT
Real AI revenue (DACT)
-
₹81.2K/mo
7× the GA4 reading
Year-1 net additional revenue
Hidden
+₹29.34L
Surfaced
The full document · 10 pages · PDF
MyMuse - the full engagement brief
How a 12-month DACT model surfaced AI revenue GA4 was collapsing into direct.
- The GA4 reading vs the measured reality, reconciled line by line
- How the DACT attribution layer is deployed
- Why multi-touch agent journeys break last-touch models
- The reconciliation checklist to run against your own GA4
In their words
7×
Hidden AI revenue exposed · MyMuse
“Tru Commerce was the turning point for our marketing strategy. We went from 'not appearing' to being the top recommendation for our category in 3 months - and it exposed AI revenue our analytics had been collapsing into 'direct'.”
Sahil Gupta
Co-Founder · MyMuse
Key lessons
Lesson 01
GA4 systematically under-counts agent traffic - the gap is usually 3-10×, not the rounding-error most teams assume
Lesson 02
Post-purchase survey signals are the cheapest reconciliation lever for surfaced AI revenue
Lesson 03
Multi-touch agent journeys break GA4's last-touch model - DACT is built around this, not as a bolt-on
Lesson 04
Once measured, the gap usually reframes the AI-channel investment thesis inside the company
ROI summary
Investment
DACT deployment + 12-month attribution model
Outcome
+₹29.34L Year-1 net AI revenue surfaced
Window
12 months
The lesson
GA4 is structurally blind to agent-driven conversions. If you only trust GA4, you are systematically under-investing in AI. The first move is to measure the gap.