Marketing Analytics & Attribution
Marketing loves to claim credit. Attribution is how you actually know which channels drive value. GA4 is powerful but confusing. I help you set up tracking that you can trust, then build dashboards that answer: where is revenue coming from?
The Problem
GA4 is a maze. You have events firing but no idea if they're right. Attribution is "first-touch" by default (wrong for most businesses). You're flying blind on channel performance.
What You Get
Clean GA4 implementation with proper event tracking and data layers
Google Tag Manager setup so you can update tags without code changes
Custom reporting: last-touch, multi-touch, time-decay attribution models
Funnel analysis showing where visitors drop off and why
Dashboards connecting spend to revenue by channel and campaign
Relevant Work
Multi-Channel Attribution Reporting — Web and App
Built a unified multi-channel attribution reporting framework covering all web and app traffic across multiple regions, giving stakeholders clear visibility into channel performance.
Digital Analytics for EST Living
Built a suite of Looker Studio dashboards and Google Analytics reports tracking website performance across EST Living's portfolio of luxury real estate brands and their products.
Questions
How do you handle cross-device and offline attribution?▾
GA4 uses first-party data and cross-domain tracking. For offline, we connect CRM or backend conversion data via user IDs. Full cross-device needs customer data platforms.
Which attribution model should we use?▾
Depends on your business. E-commerce often uses time-decay or position-based. SaaS usually last-touch or multi-touch. I test models against your data and pick what correlates to ROI.
How often should we audit our tracking?▾
After major changes. Otherwise quarterly audits catch drift. I recommend monthly spot-checks.
Ready to get started?
Let's talk about how this service fits your needs. Book a call or send a message.
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