Marketing Analytics & Attribution Agency
As a marketing analytics and attribution agency, we build GA4 setups, attribution modelling, and dashboards that tell you what's actually working — directly tied to our "fix what's breaking growth" positioning, not a generic dashboard-for-dashboard's-sake service.
What’s Included
How We Actually Do This
Why GA4, Shopify, and ad platforms never quite match
Each system counts a "conversion" differently — different attribution windows, different handling of ad blockers and cookie consent, different definitions of a session. This isn't a bug to be fixed once; it's a structural reality of measuring across platforms. What we build is a documented, agreed source-of-truth hierarchy for your team, so decisions aren't paralysed by three dashboards disagreeing.
Measurement architecture
A defined event taxonomy (so "add_to_cart" means the same thing everywhere it's tracked), Google Tag Manager configuration, server-side tracking where cookie loss is materially affecting data quality, and dashboards built around the decisions your team actually makes — not every metric GA4 happens to expose.
Attribution models, and their honest limitations
Last-click, data-driven, and position-based models each tell a different, partial story. We recommend a model fit to your sales cycle and channel mix, but we're explicit that no attribution model perfectly reconstructs the customer journey — treating any single model as gospel is how marketing budgets get misallocated.
A data QA checklist you can run yourself
Compare a sample week of GA4 sessions against server logs, check that key events fire exactly once per action (not zero or double), confirm UTM parameters survive checkout redirects, and spot-check that revenue figures reconcile with Shopify or your order system within an explainable margin. If any of these fail, your dashboards are telling you a story that isn't quite true — and we'll show you exactly where.
How It Works
Audit current tracking
Fix and implement
Build dashboards
Ongoing validation
Best For
Any brand who doesn't fully trust their own analytics dashboards.
Not a Fit If
Brands with a mature, validated analytics setup already — this is a fix-it service.
FAQs
What is marketing attribution?
It's the practice of assigning credit for a conversion across the multiple touchpoints (ads, email, organic, social) a customer interacted with before purchasing — different attribution models assign that credit differently, which is why the same customer journey can produce different-looking reports.
Which attribution model should I use?
It depends on your sales cycle length and channel mix — data-driven attribution suits brands with enough conversion volume for the model to learn from; simpler models suit smaller data sets where a complex model would just add noise.
Why does GA4 not match Shopify or ad platforms?
Each system uses different attribution windows, different handling of cookie consent and ad blockers, and different definitions of what counts as a conversion — the mismatch is structural, not a sign that one system is simply "wrong."
What is server-side tracking?
Tracking that sends data from your server rather than relying solely on a browser-based pixel — it's more resilient to ad blockers and cookie restrictions, at the cost of more setup complexity than client-side tracking alone.