Marketing attribution that looks past the last click.
Multi-touch attribution modelling, channel performance analysis and measurement frameworks tied to real business outcomes. We help you understand which marketing is actually driving results — not just which campaign happened to be last before a conversion.
Why attribution keeps producing the wrong answers
Last-click attribution gives all the credit to whatever touched the customer last. That tends to reward brand search, retargeting and email, and to undervalue the prospecting, content and upper-funnel channels that created the demand in the first place. Cut the 'underperformers' based on last click and you can end up starving the channels that were feeding the rest.
Ad platforms don't help. Each one reports conversions using its own windows and its own rules, so Meta, Google Ads and LinkedIn will often each claim the same sale. Add the reporting changes in GA4 — which now offers only data-driven and last-click models — plus gaps from consent and cookie restrictions, and it's no surprise that teams end up with several versions of the truth.
Good attribution work doesn't pretend any single model is perfect. It combines clean tracking, sensible models and a clear framework for how decisions get made, so you can spend with more confidence.
- Your ad platforms report more conversions combined than you actually got
- Budget decisions are made on last-click numbers alone
- You can't explain what upper-funnel or awareness spend is contributing
- Clients or leadership keep asking you to prove ROI and the answer is unclear
- Each team uses a different report and a different number
What's included
Attribution model design and implementation
We choose and configure attribution approaches that fit your sales cycle and channel mix, and are clear about what each one can and can't tell you.
Cross-channel performance analysis
Channel and campaign performance compared on a consistent basis, including reconciling what ad platforms report against your analytics and back-end data.
Conversion path and assist reporting
Visibility into the journeys that lead to conversion, and which channels assist rather than close, so supporting activity gets the credit it earns.
Custom measurement framework aligned to KPIs
A documented framework linking business goals to KPIs, metrics and the tracking needed to measure them, so every report answers a real question.
Reporting dashboards and data visualisation
Dashboards built around the decisions your team makes, designed to be read in a meeting, not decoded.
How it works
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Define outcomes
We start with the business: what success looks like, what decisions attribution needs to inform, and what your KPIs should be.
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Check the signal
Attribution is only as good as the tracking underneath it, so we check that conversions, UTMs and channel data are reliable first.
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Model & analyse
We build the attribution approach and run cross-channel analysis, comparing models so you can see where they agree and where they don't.
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Report & operationalise
Findings become dashboards and a framework your team uses every week, not a one-off slide deck.
Is this right for you?
- Teams running paid media across multiple channels
- Agencies needing to prove campaign ROI
- Marketing leads questioning last-click attribution
- Businesses scaling spend who need better signal
- Attribution approach documented and configured
- Cross-channel performance analysis and findings
- Measurement framework mapping goals to KPIs
- Reporting dashboards for ongoing decision-making
Attribution can't be better than the data feeding it. If you're not confident in your tracking, it often makes sense to start with a GA4 audit.
Work with us →Attribution & Measurement Strategy questions
Which attribution model should we use?
There's no universally correct model. The right approach depends on your sales cycle length, how many channels you run and the decisions you need to make. We usually compare several views side by side, because the places where models disagree are often where the most useful insight is.
Is GA4's data-driven attribution good enough?
It's a reasonable starting point, but it's a black box: you can't see exactly how credit is assigned, and it only sees what GA4 tracks. We use it alongside conversion path analysis and platform data rather than treating it as the final answer.
Why don't our ad platform numbers match GA4?
Each ad platform counts conversions using its own attribution windows and rules, often including view-through conversions, and each one credits itself. GA4 uses a different model across all channels. Some difference is normal; our job is to explain it and give you one consistent basis for decisions.
Does our tracking need to be perfect before we start?
Not perfect, but reliable. If conversions are double-counted or UTMs are inconsistent, any attribution model will produce misleading answers. We check the foundations first and flag anything that needs fixing before it skews the analysis.
Can attribution help an agency prove ROI to clients?
Yes. A clear measurement framework and consistent cross-channel reporting gives agencies a defensible way to show what their campaigns contributed, rather than relying on each platform's self-reported numbers.