# Talgat Mussin

> Ads Attribution looks great. P&L disagrees. Ex-Google/Amazon/TikTok helping founders close the gap

You're spending real money on paid ads. The dashboards look fine. The agency sends green numbers. But your margins tell a different story and nobody in the room can explain why.

That disconnect is structural. Platform attribution, blended ROAS, and last-click reporting were built to measure marketing activity, not business outcomes. The gap between what they show and what your P&L reflects is real, it grows over time, and almost no one teaches founders how to see it.

I spent 10 years inside Google, Amazon, and TikTok running over 100 experiments that optimized more than $300M in marketing spend - and watched this gap happen at scale. Now I translate that experience into plain-language frameworks founders can use immediately, without a data science team.

In a session we can work through:

- Why your ROAS and revenue growth are telling different stories
- Where hidden waste lives inside metrics that look healthy
- Incrementality testing scoped to your actual budget
- How to hold agencies accountable with evidence, not gut feel
- Attribution calibration and what your current setup is missing

Currently serving as Technical Measurement Advisor at X.com (Twitter).

**Rating:** 5/5 (9 reviews)

## Offerings

- Video call (15 min): $75.00

## Subscription Plans

- Cut Ad Waste & Prove ROI – Full Access ($1500.00/month)

## Example Questions

- I don’t actually understand what incrementality means. Can you explain it simply?
- Why does every platform claim they drove same sale?
- Need to cut 30% of spend. How do I know what’s actually incremental?
- Can you audit my measurement setup in plain English?

## Links

- [Expert profile](/TalgatMussin)
- [Avatar](https://media.intro.co/avatars/13449661zrFEMrp.jpg)
- [Marketplace](/marketplace)