Home / Data Analytics & Tracking / Attribution Modelling
[D] Data Analytics · Block 01 — Hero
Attribution Modelling
& Reporting
In a world of zero-click searches and AI-generated answers, last-click attribution is reporting on a journey it can no longer see.
What’s included
Block 02 — The Problem
Last-click attribution was always wrong. In the AI search era, it is catastrophically wrong.
A customer discovers your brand through a Perplexity AI answer. They search your brand name three days later and land via direct. They convert on a Google Ad the following week. Last-click attribution credits the Google Ad. The AI-driven discovery receives no credit.
Block 03 — Our Approach
Multi-touch. Data-driven. Built for the current search landscape.
Attribution audit: Map your current model and identify which channels are being systematically over or under credited
Model selection and configuration: Data-driven attribution in GA4 configured to your conversion volume and business model
Cross-channel view: Paid search, organic, direct, email, and social mapped into a unified attribution framework
Dark traffic analysis: UTM audit and direct traffic decomposition to recover attribution for sessions arriving without source data
BigQuery integration: Raw session and conversion data exported to BigQuery for custom attribution modelling beyond GA4’s native capabilities
Block 04 — What You Get
A model that credits the right channels — so you fund them correctly.
Attribution Model Audit
Documentation of where your current model is misallocating credit
GA4 Data-Driven Attribution
Conversion credit distributed across touchpoints based on actual path data
UTM Framework
A structured, enforced UTM naming convention eliminating source ambiguity
Dark Traffic Analysis
Recovery of attribution for direct and untracked sessions
Looker Studio Dashboard
A maintained channel contribution view your team can read and act on
Block 05 — Cost of Delay
Every month you run last-click attribution is a month your budget allocation is based on incomplete information.
The channels being undercredited by your current attribution model are being defunded in proportion to how wrong the model is. An attribution audit takes one engagement. The reallocation decisions it enables improve every campaign that follows.
Your attribution model is making budget decisions for you. A conversation costs nothing.
One attribution audit maps where credit is being misallocated and what a corrected model would change about your channel investment.