Attribution audits
Marketing attribution modeling
True multi-touch deal tracking.
Proving exactly which ad dollar closed a specific contract.
Attribution tries to answer a simple question — which marketing produced this customer? — that has no single correct answer. Ad platforms credit themselves generously, GA4 applies its own model, and the CRM often cannot say where a deal came from at all. Marketing attribution modeling builds a view you can make decisions with: platform claims reconciled against CRM revenue, multi-touch reporting that reflects long buying journeys, and incrementality tests where the stakes are high.
We design attribution for how your customers actually buy. For e-commerce, that often means reconciling platform-reported revenue with orders and running holdouts. For B2B, it means tracking every touch on opportunities in the CRM, adding self-reported attribution, and connecting ad spend to closed revenue.
The problem
Single-touch attribution ignores multi-channel buyer touchpoints, leading to incorrect budget cuts on early-stage channels.
What we do
- Map multi-touch customer paths
- Build attribution databases
- Evaluate first/last/linear attribution
- Reconcile CRM data
What you get
- Multi-touch attribution sheets
- Client path maps
- Data reconciliation rules
- Marketing contribution logs
Absolute clarity on which channels and ads drive revenue across the funnel.
How it runs
- Trace Touchpoints. We implement tracking scripts to capture every channel visit.
- Build Ledger. We build a database to map visit logs to CRM customer IDs.
- Model Paths. We analyze revenue allocations across first-click, last-click, and linear models.
- Shift Budgets. We adjust media plans based on multi-touch contribution margins.
Who this is for
- B2B companies that cannot say which channels produce pipeline and revenue
- E-commerce brands whose platform-reported revenue far exceeds actual sales
- Leadership teams making budget decisions on conflicting reports
- Companies affected by Meta's 2026 attribution changes and iOS privacy limits
What's included
- Audit of current attribution: platform settings, GA4, CRM source data and gaps
- Source and touchpoint capture in the CRM, including click IDs and UTMs
- Multi-touch reporting on opportunities and revenue
- Self-reported attribution ('How did you hear about us?') analysis
- Reconciliation reporting: platform claims vs CRM and finance
- Incrementality test design for the largest channels
Why no single model is right
Every attribution model is a set of assumptions. Last-click gives all credit to the final touch and ignores what created demand. Platform attribution counts conversions within each platform's own windows, so the same sale is often claimed by several platforms. GA4's data-driven model distributes credit using patterns in your data but only sees what GA4 tracks. Google has retired several rule-based models from GA4 and Google Ads, leaving data-driven and last-click.
The practical answer is to use different tools for different questions: platform data for in-platform optimisation, the CRM for revenue by source, multi-touch views for understanding journeys, and incrementality tests for budget decisions. Our article on first-click vs last-click attribution explains the trade-offs.
Attribution for long B2B sales cycles
In B2B, a deal may involve several people, dozens of touches and months between first visit and signature. Attribution that only looks at the form fill misses most of that. We make sure contacts and opportunities keep their original source and later touches, associate contacts with opportunities, and report sourced and influenced pipeline by channel and campaign.
Self-reported attribution — asking buyers how they heard about you — often reveals channels that tracking misses entirely, such as podcasts, communities, word of mouth and AI assistants. We combine it with tracked data rather than relying on either alone.
When to use incrementality tests
Attribution tells you what happened before a conversion; incrementality tells you what would not have happened without a channel. For large budgets, that difference matters. Geo holdouts, platform conversion lift studies and on-off tests estimate the true effect of a channel. We use them for the biggest spend decisions and to calibrate how much to trust each platform's reporting. Our guide to incrementality testing with geo holdouts shows a practical approach.
Frequently asked questions
What is marketing attribution modeling?
It is the method of assigning credit for conversions and revenue to the marketing touchpoints that preceded them, so you can judge which channels and campaigns contribute.
Which attribution model should we use?
No single model answers every question. Use platform data for optimisation, CRM-based reporting for revenue by source, multi-touch views for journeys, and incrementality tests for major budget decisions.
Why do Meta and Google claim more conversions than we have?
Each platform counts conversions within its own attribution windows and models, so one sale can be claimed by several platforms. Reconciling against your CRM or store shows the overlap.
What is self-reported attribution?
Asking customers how they heard about you, usually on a form or in onboarding. It captures influences that tracking cannot see, such as word of mouth, podcasts and AI assistants.
Do we need a separate attribution tool?
Not always. Many companies get most of the value from clean CRM source data, GA4 and a reconciliation dashboard. Dedicated tools make sense at larger scale or with complex channel mixes.
What is W-shaped attribution?
A model that attributes 30% of conversion credit to first touch, 30% to lead creation, 30% to opportunity creation, and 10% to middle touches.
Can you track attribution across devices?
Yes, we match visitor sessions using secure first-party data identifiers.
How do you verify attribution data?
We reconcile marketing attribution records back to bank transaction logs.
Pricing: monthly retainers by region
Every engagement is a monthly retainer priced on scope — never a percentage of ad spend. The range depends on the number of channels, markets and the depth of tracking and CRM work involved.
| Region | Monthly retainer |
|---|---|
| United States | $2,500–$6,000 per month |
| India | ₹1,00,000–₹5,00,000 per month |
| United Kingdom | £2,200–£5,000 per month |
| United Arab Emirates | AED 4,000–AED 10,000 per month |
| Australia | A$3,000–A$7,000 per month |
| Canada | C$3,000–C$7,000 per month |
| Singapore | S$3,000–S$7,000 per month |
| Europe | €2,500–€5,000 per month |