Attribution

Multi-touch marketing attribution for ecommerce, built in your BigQuery

Last click hands the sale to whoever was there at the end. First-touch, last-touch and assisted contribution in one model, so a campaign that starts sales stops looking like a campaign that wastes money.

Describe your case What the work covers
Part of the core setup · quoted after we see your data
Three models, one tableRuns in your own BigQueryChannel, campaign, ad set, ad

Marketing attribution at a glance

Service
First-touch, last-touch and assisted contribution in one model
Price
Part of the core setup, from $2,000
Runs in
Your own BigQuery, alongside the rest of your data
Covers
Channel, campaign, ad set and ad level, across every connected platform
You get
One attribution logic instead of five platforms each claiming the same sale
Not included
Attribution models designed for one client only

What last-click reporting hides

Attribution problems rarely announce themselves. They show up as decisions that keep turning out wrong.

Every ad platform claims the same order, and the totals exceed what the store sold
A campaign looks dead on last click, and nobody can prove it starts journeys
Upper-funnel budget gets cut every quarter because it never shows a return
Email and organic take credit for sales that paid media found first
Two reports give two different numbers for the same channel
Nobody can say what a customer touched before buying

What the attribution work covers

One attribution logic in BigQueryFirst-touch, last-touch and assisted contribution computed from your own event data rather than from three platforms that each claim the order.
Journeys stitched end to endSessions joined to orders so a path across several channels and days stays one path, not five unrelated visits.
Platform claims reconciledWe put what Google, Meta and TikTok each report next to what your store recorded, and show where the double counting is.
Channel, campaign, ad set, adEvery level joined to revenue, so you answer the question with a query instead of a ticket.
The same reports every store getsThe same attribution package every store gets, which is what keeps it maintainable after someone else owns it.
Documented and handed overWhat each table contains, how contribution is calculated, and where to look when a number surprises you.

How it runs

How attribution is priced

  1. 01

    Access

    Store admin, GA4, ad accounts and your Google Cloud project.

  2. 02

    Validate

    We check the tracking underneath. Attribution built on broken events is worthless.

  3. 03

    Model

    Journeys, contribution logic and the reporting layer get built in your warehouse.

  4. 04

    Reconcile

    Checked against your back office, then walked through with you.

from $2,000part of the core setup
Describe your case
  • Fixed scope agreed in writing first
  • Tracking validated before modelling
  • First-touch, last-touch, assisted
  • Ad spend joined to revenue
  • BigQuery in your own cloud
  • Reconciliation and documentation

Attribution is not sold on its own: it needs validated tracking and joined ad spend underneath, and those are the first steps of the full setup. Final quote depends on how many platforms are in scope and the state of your current tracking.

FAQ

Marketing attribution questions

What is multi-touch attribution?

It is crediting a sale across the touches that led to it rather than only the last one. We report first-touch, last-touch and assisted contribution side by side, so a campaign that opens the journey stops looking like a campaign that wastes money.

Why do Google Ads and Meta both claim the same sale?

Each platform attributes within its own walls and cannot see the other. Add them up and you get more revenue than your store took. One model over one dataset is the only way to get a number that reconciles.

Which attribution model do you use?

The same three views for every store: first-touch, last-touch and assisted contribution, in one logic in BigQuery. We do not build a bespoke model per client, because a model nobody else uses is a model nobody can check.

Can I see which campaigns start sales rather than close them?

That is what the first-touch view is for. A campaign can have weak last-click ROAS and still be the first contact on a meaningful share of orders, and that is the case last-click reporting never makes.

Do I need the full setup to get attribution?

Attribution reads from validated tracking and joined ad spend, so it is part of the core setup rather than a standalone fix. Buying tracking validation first is a reasonable way in, and it is not repeated work if you continue.

Does this measure profit per channel?

No. Real profit needs COGS, shipping, payment fees and returns, and in most stores that data either does not exist or lives in non-standard systems. We report revenue, ad spend, ROAS, CAC and conversion rate, and we say so up front.

How is good or bad performance decided?

You set your target ROAS. Above it is fine, below it needs attention. We are not shipping a benchmark engine that scores your campaigns against other people’s, because a threshold you control is one you can argue with.

Attribution is one component of the full system

It sits on top of validated tracking and ad spend joined to revenue in your own BigQuery, alongside the standard dashboard set and conversational analytics. The whole thing deploys in about a week.

See the full systemHow it deploys

Describe what you need attributed

Send the symptom, the platform and a screenshot if you have one. We come back with what we think is happening, what it would take to fix, and a fixed price, before any work starts.

We answer with a scope and a fixed price before any work starts. No access needed to reply.