FAQs
Frequently Asked Questions
Everything you need to know about BooleanMaths - attribution, CAPI, profitability, and more.
About BooleanMaths
What is BooleanMaths?
BooleanMaths helps DTC brands get more from their ad spend. Brands use it to accurately track where every order came from, understand true campaign profitability after returns and shipping costs, and make faster marketing decisions, without jumping between five different tools.
It integrates with Shopify, Meta, Google, shipping partners, and retention platforms to bring all your marketing data into one place. Whether you're debugging a drop in ROAS, figuring out which products are actually profitable, or training your ad algorithms with cleaner conversion signals - BooleanMaths gives you the data layer to do it right.
How is BooleanMaths different from Google Analytics or Shopify Analytics?
Google Analytics and Shopify analytics give you surface-level traffic and order data, but they don't stitch together the full journey across multiple ad platforms. BooleanMaths uses multi-touch attribution across Meta, Google, and other channels, applies server-side CAPI tracking to recover lost signals, and accounts for India-specific issues like RTO and COD. You get one unified view of what's actually driving growth — not just last-click credit.
Is BooleanMaths only for D2C brands?
No, we also work with a significant number of non-D2C clients.
Our core data layer that powers our attribution models, CAPI integrations, and profitability analytics is flexible and can ingest any marketing Data.
Our tracking pixel embeds seamlessly either using a Shopify App or a custom code setup.
That said, we have worked with over 250+ D2C brands and our platform delivers amazing results for D2C clients.
Why is BooleanMaths the best option for Indian D2C brands?
Our Founding Team has personally worked with 100+ Indian D2C Brands, ensuring they are in sync with the actual problems affecting their growth. BooleanMaths helps you track full customer journeys, connect ad spend to real revenue, and understand exactly which channels and touchpoints drive conversions, using server-side tracking that works even when cookies or browser-based pixels fail.
Unlike global tools built for US & European markets, BooleanMaths is designed around how Indian Ecommerce actually works. Solving for COD orders, third-party checkout flows, high RTO rates, and longer purchase cycles.
What platforms does BooleanMaths integrate with?
BooleanMaths provides out of the box integrations for data ingestion with
Shopify & WooCommerce
Meta Ads (Facebook and Instagram) & Google Ads
PostPurchase Surveys
Shipping Partners (Shiprocket, Clickpost, WareIQ, Delhivery, Kwikship & more)
We also have data connectors for
MCP connector for Claude, OpenAI, Gemini & Cursor
Meta CAPI and Google Enhanced Conversions for server-side event delivery.
Audiences for Ads & WhatsApp retention campaigns.
GA4 for analytics feed.
We also regularly add more integrations for our clients.
Tracking and Attribution
What are Conversion APIs and why do I need them?
Conversion APIs (CAPI) let your conversion events - purchases, add-to-carts, leads - flow directly from your server to Meta and Google.
Meta and Google rely on browser side tracking that loses upto 70% data signals to ad blockers, iOS privacy restrictions, and cookie settings.
Our server-side-tracking bypasses these restrictions giving you 100% data visibility and our CAPI enables syncing this data with Meta and Google.
For Indian DTC brands, this is especially critical because third-party checkout partners like Shiprocket and Razorpay often break the standard pixel flow, causing significant event loss. CAPI plugs that gap and gives your ad platforms better optimization signals, which directly improves ROAS.
What attribution models does BooleanMaths support?
We support a full-fledged attribution framework with heuristic models, including First Touch, Last Touch, Linear and a custom BooleanMaths Attribution Model that triangulates using Multi-Touch Attribution, Post-Purchase and Media Mix Modeling.
All these models also enable customisations such as
Attribution Window - 1 Day, 7 Day, 30 Day, 60 Day, Lifetime
Touchpoint Filtering - excluding certain Campaigns/Channels from the User journey
Identity graph - switch between Enriched and Standard
Conversion signal - use order delivery or purchase as the attribution trigger
Attribution date - choose between order date or click date
The multiple model options and customisation framework ensure that you can configure attribution to match your specific marketing setup and not the other way around.
Why do global attribution tools underperform in India?
Three main structural reasons. First, Indian checkout flows often route through third-party payment and logistics partners (Shiprocket, Razorpay, Cashfree), which breaks the cart_token chain that most attribution tools rely on. Second, COD orders and high RTO rates mean a significant portion of reported conversions are not real revenue — global tools don't model this. Third, Indian purchase journeys tend to be longer and more multi-touch than the 1 to 7 day windows most tools default to. BooleanMaths is built to handle all three.
How does BooleanMaths handle RTO and cancellations?
We factor RTO and cancellation data directly into our attribution and profitability models. When an order gets cancelled or returned, we adjust the revenue attributed to that conversion event — so your ROAS and channel performance numbers reflect actual realised revenue, not just gross order value. This is especially important for COD-heavy brands where 20 to 40 percent of orders may never convert to cash.
Profitability and ROI
Can BooleanMaths help me understand true product profitability?
Yes — this is one of our core capabilities. We compute CM1 (gross margin after COGS) and CM2 (after ad spend) at the product and variant level. This means you can see which products are genuinely profitable after ad spend versus those that look good on ROAS but are actually margin-negative. Many brands discover that their top-selling products are profit mirages — high volume, low or negative contribution margin.
Can BooleanMaths help reduce CAC or improve ROAS?
Directly, yes. Better attribution means your ad platforms get cleaner signals — leading to smarter automated bidding and targeting. When you can see which channels and campaigns are actually driving profitable orders, you can cut spend on what's not working and double down on what is. Most brands see meaningful ROAS improvements within the first 30 days of running proper CAPI and attribution.
What is the ROI of setting up BooleanMaths?
It compounds. Better tracking signals improve ad platform optimisation, which improves ROAS. Accurate attribution helps you stop wasting budget on underperforming channels. Product-level profitability visibility helps you scale the right SKUs. Brands typically recover the platform cost in the first month from ad spend efficiency gains alone.
Setup and Technical
How long does it take to set up?
Most brands are live within an hour. The Shopify integration is a one-click install. CAPI setup for Meta and Google takes a bit longer — usually an hour with our step-by-step guides — but our team handles it end-to-end for you during onboarding. You don't need a developer.
Do I need to know how to code to use BooleanMaths?
No. BooleanMaths is built for marketers and founders, not engineers. Everything from tracking setup to reading dashboards is designed to be self-serve. If you ever get stuck, our support team is available to walk you through it.
Is there a free trial?
Yes — we offer a 4-week free trial. You get full access to attribution, CAPI, and profitability analytics during that period so you can see real results before committing to a plan.
For Agencies and Founders
How can agencies use BooleanMaths?
Agencies use BooleanMaths to deliver transparent, attribution-backed reporting to their D2C clients — showing exactly which campaigns and channels drove revenue, not just clicks or impressions. Multi-client workspace support lets you manage all your brand accounts from a single dashboard, with separate data views per client.
Can I manage multiple clients from one account?
Yes. BooleanMaths supports multi-client workspaces so you can manage all your brands under one login, switch between them easily, and keep their data fully separate.
Why should I use BooleanMaths as a founder?
If you're spending money on ads and don't know what's actually driving growth, you're flying blind. BooleanMaths gives you a clear, unified view of which channels, campaigns, and touchpoints contribute to conversions — and which are just burning budget. You also get product-level profitability so you know exactly which SKUs to scale and which to pull back. It's the data layer that makes every marketing decision faster and more defensible.
Do I need a data team to use this?
No. BooleanMaths is built for founders and growth teams, not data scientists. The platform is no-code, the reports are visual and actionable, and onboarding is fully supported. If you can read a dashboard, you can use BooleanMaths.
Plus BooleanMaths MCP connects our data layer with Claude, Gemini, OpenAI for AI assisted conversational access to your data.
