The Twenty Minute VC (20VC) · Saturday, August 15, 2026
Matt Swulinski highlights a significant gap in the SaaS industry: the lack of out-of-the-box solutions for attribution and conversion tracking, unlike in e-commerce. He notes that SaaS companies often build these systems in-house, which can be complex.
“For SAS, completely different world. Because you have an engineering team that builds this from scratch, right? When it comes to analytics, there's a DB, there's a BI layer, so maybe you're using Clickhouse and Hacks, last click, first click attribution, all of this is homegrown at every startup.”
“There is no out of the box SAS that fills that. And that's why all of the companies that struggle, don't do that as a first step. Before you spend your first cent, have everything set up.”