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
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 · 5 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
“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.