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I think the real negative impact would be that clients see lower ROI, and move somewhere with better ROI.

For most companies ROI on ad spend is incredibly difficult if not impossible to calculate.

Setting aside all the challenges south multiple devices lagged purchasing etc there are a lot of sales processes that take a digital lead and convert it to real human contact so attribution is very difficult

I disagree with the "most" statement, most online commerce ads tracking is streamlined, user clicks on ads, goes to ebay, buys item, ads platform connects click and purchase through some cookies or fingerprinting and you got reliable tracking.

Google obviously tracks lots of people through multiple devises, because they are in eccosystem.

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