Your GA4 is lying to you.
You just can’t prove it.
After the UA-to-GA4 migration, direct traffic ate the credit and your real channels look flat. We rebuild the measurement, find the lost signal, and prove the real incremental uplift with causal impact modelling. Not last-click. Not data-driven attribution. Actual lift.
+214%
revenue uplift, luxury ecommerce
+37%
sessions, automotive (405-day causal study)
30%
revenue match (up from 3.6%), Shopify Plus
How we fix attribution
Four phases. A written diagnostic at the end of phase one. A causal impact study at the end of phase three.
Phase 1
Diagnostic
A structured audit across GA4, Google Ads, Meta, server-side and your CRM. We find every break, quantify the commercial impact, and prioritise the fix list. Output is a written report.
2 weeks
Phase 2
Tracking rebuild
Server-side GTM, consent done properly, ad-platform reconnection. The plumbing under your media gets fixed, not patched.
4-6 weeks
Phase 3
Causal impact study
Geo-holdouts, time-based lift studies, channel-by-channel causal modelling. The output is a number you can defend in a board meeting.
30-day study
Where attribution goes wrong
- Direct traffic is eating your real channels (server-side referrals, broken UTMs, consent gaps)
- Your lookback window is shorter than your sales cycle
- Offline conversions never make it back into bidding
- Data-driven attribution gives a number, not an explanation
- Consent gaps mean a third of your traffic never gets credited
- Cross-device journeys collapse into multiple half-attributed paths
What you actually get
Written
diagnostic report, prioritised by commercial impact
Rebuilt
measurement stack, consent-clean and ad-platform ready
Proven
incrementality study, CFO-ready and defensible