Why do ad platforms like Meta and Google claim credit for sales they didn't actually generate? Scott Desgrossilliers explains why relying on ad platform data is like letting the "fox watch the henhouse" and how it leads businesses to burn cash on ineffective campaigns. In this interview, Scott and Sean discuss the complexities of multi-touch attribution, why you need an unbiased "source of truth" for your data, and how to lower your Customer Acquisition Cost (CAC) by feeding better signals back to ad algorithms. They also dive into the reality of buying a business vs. starting one, the importance of hiring for "grit," and why YouTube subscribers might be a vanity metric if you don't have an email list. Check out the company: https://wickedreports.com

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📚 NETWORK BEFORE YOU NEED IT (6 LESSONS THAT MADE SEAN $15M)

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▶ Get my eBook free - https://welivetobuild.com/network

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📈 WORK WITH ME

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▶ Buy 300 Lessons From 300 Founders: https://welivetobuild.com/300-lessons-ebook

▶ Book a Paid Advisory Session: https://welivetobuild.com/book-a-call

▶ Startup Fundraising: https://welivetobuild.com/fundraising

▶ Sponsor the Channel: https://www.welivetobuild.com/sponsorship

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👀 CONNECT WITH SEAN

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▶ LinkedIn: https://linkedin.com/in/seanweisbrot

▶ Inquiries: [email protected]

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🕒 CHAPTERS

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00:00 - Why Ad Platforms Lie About Your Sales

02:15 - How Conversion Tracking Actually Works (The "Fox in the Henhouse")

04:32 - The Difference Between First-Click & Last-Click Attribution

06:04 - Sean's Struggle with YouTube Ads & Subscribers

08:38 - Why You Need a Middle-of-Funnel Strategy (Email Lists)

16:04 - Buying a Business vs. Starting From Scratch

24:43 - The #1 Trait to Hire For: Grit & Persistence

29:30 - Hiring Mistakes: The MIT Graduate vs. The Doer

33:17 - How to Filter Candidates Before You Interview Them

36:36 - Lowering CAC by 40% with Better Data Signals

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