Last-click attribution is dead. Most agencies still report on it.
Platform-attributed ROAS lies. iOS broke pixels. GA4 fires from the wrong trigger. We rebuild measurement server-side, layer multi-touch attribution, and add MMM where spend justifies it. You get reports built on raw data — not platform aggregates.
Marketing analytics and attribution is the practice of measuring which marketing investments drive what revenue — and proving it against the company's source-of-truth ledger (Shopify, Stripe). Modern stacks combine server-side event collection (GA4 + GTM server container + Conversions API across Meta, TikTok, Google, LinkedIn) with multi-touch attribution platforms (Triple Whale, Northbeam, Rockerbox, Hyros for DTC), warehouse-grounded modelling (BigQuery or Snowflake + Segment), and Marketing Mix Modelling (Google Meridian or Meta Robyn) for brands at $1M+ annual spend across 3+ channels. Last-click attribution is statistically dead post-iOS 14; a sophisticated program reconciles platform-attributed ROAS to blended MER, runs MMM as a quarterly read, and validates with hold-out and geo-tests on key channels.
What's broken in most measurement stacks
Default-installed via GTM with no event customisation. Refunds double-counted. Server-side events absent. The numbers are wrong; the team doesn't know they're wrong; quarterly board reports cite the wrong numbers with confidence.
iOS dropped 30–45% of conversions and pixel-only stacks never recovered. The optimiser optimises against a partial dataset. Decisions compound on a flawed signal.
Google says 4×, Meta says 3×, TikTok says 2× — and the actual blended MER is 1.8×. Every channel gets credit; nobody's counting reality. The CFO eventually figures it out and trusts nobody.
Brands at $5M+ in spend benefit from MMM. Most never build it. Meridian (Google), Robyn (Meta) are open-source. Excuses are 'too complex' — translation: nobody owns it.
Looker Studio dashboards pulling live from each ad platform. No data warehouse. No historical depth. Cross-platform analysis is impossible because the data never lives in one place.
What we run
GA4 audit + server-side via GTM
Conversion API (CAPI) — Meta, TikTok, Google, LinkedIn
Triple Whale (DTC primary)
Northbeam, Rockerbox, Hyros (alternatives)
MMM via Google Meridian, Meta Robyn, custom
BigQuery / Snowflake data warehousing
Looker Studio / Metabase / Power BI dashboards
Custom attribution models (MTA + MMM-supplemented)
How we operate
Tracking forensics
Every event audited end-to-end. Refund handling. Server-side coverage. Event match quality. UTM hygiene. We deliver a numbered list of every broken thing — and fix it.
Server-side rebuild
GTM server-side container. CAPI deployments. Conversion enhancement. Identity resolution where applicable. Most accounts gain back 25–40% lost conversions.
Attribution layer
MTA via Triple Whale or Northbeam. MMM where spend supports it ($1M+/yr typically). Hold-out and geo-tests for incremental measurement on key channels.
Dashboards + cadence
Weekly executive scorecard (one page, one truth). Looker / Metabase dashboards for operator-level depth. Quarterly MMM read-out + channel-mix recommendation.
What lands in your inbox.
- Tracking audit (Pixel/CAPI/server-side)
- GA4 + GTM server-side rebuild
- Triple Whale or Northbeam configuration
- BigQuery/Snowflake warehouse setup ($25K+ retainers)
- Weekly executive scorecard + operator dashboards
- Quarterly MMM read-out (where applicable)
Where this worked.
Recovered 38% lost conversions in 30 days
- GA4 + CAPI rebuilt server-side via GTM
- Triple Whale calibrated against Shopify net revenue
- MMM read-out shifted 22% of spend to higher-incremental channels
First clean MQL→PQL→ARR attribution model
- BigQuery warehouse + Segment integration
- Customer.io + HubSpot + Stripe unified into one identity graph
- Quarterly attribution recalibration with sales-influence weighting
Questions we actually get asked.
Do you replace our analytics team?
No. We work alongside in-house data teams or with founders who don't have one. We're senior operators, not staff augmentation.
How long does a tracking rebuild take?
GA4 + CAPI: 2–4 weeks. Full attribution rebuild: 6–10 weeks. MMM: 8–14 weeks plus 90-day calibration period. We scope before starting.
What's MMM and when does it make sense?
Marketing Mix Modelling: a statistical approach to attribution that doesn't rely on user-level tracking. Makes sense at $1M+/year ad spend across 3+ channels. Below that threshold, MTA + lift tests give better signal-to-cost.
Will we own the data warehouse?
Yes. BigQuery or Snowflake account in your name. We build it, we operate it during engagement, you own it forever.