Last-click attribution is lying to you. It overstates the value of branded search and direct traffic while understating the role of upper-funnel paid activity. We implement proper attribution models that show you what is actually driving revenue so you can invest accordingly.
What's Included
We build attribution models that reflect how your customers actually buy. Clean conversion tracking, GA4 integration, and incrementality testing to give you confidence in every budget decision.
Get a ProposalOur Process
We audit every conversion action in your Google Ads account and GA4 property. Double-counting, missing events, and misconfigured values are endemic and silently distort every ROAS metric you rely on.
We fix tracking at source using GTM. All purchase events fire once, pass revenue values correctly, and attribute to the right campaign. We validate against actual order data before signing off.
We implement data-driven attribution where conversion volume allows. For smaller accounts, we set up time-decay or position-based models and document the assumptions clearly.
We design geo-based or time-based incrementality tests to validate that paid search is actually driving revenue and not just claiming credit for organic conversions. Real evidence for budget decisions.
FAQs
Last-click gives all credit to the final touchpoint before conversion. In practice, a user might have clicked a Shopping ad, then searched your brand name and converted. The Shopping ad gets zero credit. This leads to underinvestment in upper-funnel campaigns.
Data-driven attribution uses machine learning to distribute conversion credit across all touchpoints based on their actual contribution to the conversion. It requires a minimum number of conversions to activate but is the most accurate model available in Google Ads.
We cross-reference Google Ads conversion data against your order management system or GA4 ecommerce data. If the numbers don't match within a 5% tolerance, something is wrong. Most accounts have discrepancies of 20% or more.
An incrementality test measures the additional revenue driven by paid search by comparing a test group who see ads with a control group who don't. It separates genuine paid search impact from revenue that would have happened anyway.
Ready to Start?
We'll audit your conversion tracking for free and tell you exactly where your reporting is letting you down.