Discover which marketing channel really generates each sale. Replace the ‘last-click hit the jackpot’ with a model that distributes credit properly and points to where the next euro should go.
SEO, SEM, organic social, paid social, email, affiliates. If you have 5+ channels, last-click is misleading you.
When months pass between first contact and sale, attributing only to the last touchpoint hides the investments that create demand.
Physical store + online store + trade fairs + traditional media. Reconciling sources is complex but essential.
If your CFO asks for ROI per channel and you can only answer with last-click, you need a more serious model to defend what works.
I review GA4, GTM, ads platforms, CRM. I detect tracking gaps, mis-fired events, attribution losses.
Linear, time-decay, position-based, data-driven or Markov chains. Each business calls for its model according to sales cycle and mix.
Server-side tracking, disciplined UTMs, CRM-GA4 integration, tracking dashboard. Without this, no model works.
With correct data, mix recommendations: where to cut, where to put more, which channel is worth more than it looks (and vice versa).
Marketing decisions stop being intuitions and become testable hypotheses. Concretely:
You identify the channel with the best real acquisition cost and reallocate budget at the margin where it pays back most.
Organic SEO, branded search, editorial content — channels the last-click underestimates come to light.
Dashboard with metrics comparable across channels. Your budget stops depending on who shouts loudest.
With solid tracking you detect behavioural changes in real time and adjust investment before burning a quarter.
When your agency or platform says ‘this is going great’, you contrast with data. The conversation changes tone.
The customer researches on mobile, decides on desktop, buys in store. The right model joins those dots.
Migration to GA4 with data-driven model. They discovered that 40% of budget went to the channel that looked biggest but generated less real margin.
El marketing del cerebro es más predictible que el marketing de la opinión. — Ángel Ortega Castro
Model weighting first and last touchpoint with average weight for intermediate ones. Changed the budget split between awareness and acquisition.
GA4 + CRM + store data integration. For the first time they saw that organic SEO generated 35% of purchases in the physical store.
The deliverable isn't a report: it's an executable dashboard in the tool your team already uses (Looker Studio, GA4 explorer, Sheets). Four strategic KPIs and a monthly trend. So that any marketing meeting starts with the same numbers on the table.
If you find yourself in any of these four scenarios, you're already losing money by attributing badly. The sooner you fix it, the better:
You're asked to defend why you invest in each channel and only have last-click. The conversation becomes political, not analytical.
Budget is split as it always has been. There are probably underused channels and others with over-investment without anyone knowing.
If organic content doesn't appear in your dashboard, you're funding it blindly — and sooner or later someone will question it.
Inconsistent metrics across platforms, different KPIs each month, shifting narratives. You need a single, verifiable dashboard.
Classic models (linear, time-decay, position-based) apply a fixed rule you choose. Data-driven attribution analyses your own historical data and calculates the weight of each channel based on actual behaviour of converted vs non-converted users. It's more precise but requires minimum data volume (~600 conversions/month).
Almost always yes. GA4 is the most capable free attribution tool today. In very large setups (budgets >€500K/year) it may make sense to complement with Adobe Analytics or specialist attribution technologies, but in 90% of cases a well-configured GA4 is enough.
Pure client-side tracking is doomed. The solution is server-side tracking (sending events from your server to platforms) + consent mode + GA4 with advanced modelling. Well configured, you keep >95% of attribution even with blockers and negative consents.
The technical setup takes between 4 and 8 weeks. Once the model works with clean data, the first actionable insights appear in 4-6 additional weeks. By 3 months most projects have reallocated mix with measurable impact on ROAS and CAC.
Yes. I've implemented attribution models on Shopify, WooCommerce, Magento, Prestashop and custom B2B platforms. The model logic is platform-independent — what changes is the technical integration of server-side tracking.
First 45-minute session, free of charge and no commitment. If we fit, I send you a detailed proposal within 5 days. If we don't, you take away a useful initial diagnosis.