Marketing Attribution Consulting
You know marketing works. You just cannot prove which part.
Most marketing teams operate with incomplete attribution data. Last-click models misallocate budget. GA4 default reports miss 30-40% of the customer journey. We build accurate multi-touch attribution models that map every touchpoint to revenue so you stop guessing and start optimising.
Why Attribution Breaks - and What It Costs You
Attribution failure is not a reporting problem. It is a revenue problem. When your data says Google Ads drove a conversion but the customer clicked three Meta ads first, you cut the wrong budget.
The most common causes we see:
- Last-click attribution in GA4 hiding upper-funnel channel value
- Cross-device journeys breaking session stitching
- Server-side tracking gaps causing dropped touchpoints
- Missing UTM parameters on paid campaigns
- Offline conversions and CRM data not imported into GA4
The result: budget flows to visible last-touch channels while mid-funnel and top-of-funnel activity is starved.
What We Deliver
End-to-end attribution strategy - from model selection to reporting templates.
Multi-Touch Attribution Models
Design and implementation of the right attribution model for your business - from data-driven GA4 to custom BigQuery Markov chain models.
Channel Revenue Attribution
Connect ad platform data, GA4, and CRM to attribute actual revenue to every marketing channel - not just clicks.
Customer Journey Mapping
Path analysis, micro-conversion mapping, and cross-device journey stitching to visualise how customers actually find and buy from you.
Attribution Reporting
Looker Studio or Power BI templates showing channel contribution to revenue, cost per acquisition by channel, and ROAS by touchpoint role.
Attribution Models We Implement
We evaluate your customer journey data and recommend the right model for your business.
Industries Served
We have built attribution models for businesses across ecommerce, SaaS, B2B, and agency environments.
Frequently Asked Questions
What attribution model should I use for my ecommerce store?
For most ecommerce businesses, data-driven attribution in GA4 is the best starting point. It uses machine learning to distribute credit based on actual conversion path patterns. For businesses with lower traffic or offline revenue, we recommend a position-based or time decay model plus a custom reporting layer in BigQuery.
How long does a marketing attribution project take?
A standard attribution audit and model setup takes 3-4 weeks. Custom BigQuery models with CRM integration take 6-8 weeks depending on your data infrastructure.
Can you work with our existing GA4 setup?
Yes. We audit your current GA4 implementation, identify data quality gaps, and build attribution models on top of your existing setup where data quality is sufficient. If re-implementation is needed, we will advise upfront.
What is the difference between last-click and data-driven attribution?
Last-click gives 100% credit to the final touchpoint before conversion. Data-driven uses machine learning to distribute credit across all touchpoints based on which ones actually influenced conversion. Last-click typically over-credits brand search and under-credits awareness channels.
Stop guessing which channels drive revenue
Start with a free GA4 audit to validate your tracking data, then book a call to design the right attribution model for your business.