Shopify▼
WooCommerce▼
WordPress▼
Webflow▼
Wix▼
Attribution that lives in your data, not a platform's dashboard.
Most brands have 3–5 critical tracking errors they don't know about. We find them all.
Raw Data Pipeline
GA4 BigQuery export configured, raw event-level data flowing to your BigQuery project
Attribution Models
First-touch, last-touch, linear, time-decay, position-based — all built in SQL
Custom Model
A model weighted for your specific business — different weight for paid vs organic vs direct
Looker Studio Dashboard
Attribution dashboard built on BigQuery — update daily, owned by you
Channel Comparison
Side-by-side comparison of platform-reported vs your model — so you see the gap clearly
SQL Documentation
Every query documented and explained — your team can maintain and extend it
| Issue Category | What We Check & Fix | Business Impact |
|---|---|---|
| Model Ownership | The model is built directly in your BigQuery project using documented SQL — nothing lives inside a third-party dashboard. | You own the logic, not a platform |
| Raw Data Accuracy | Runs on complete, unsampled GA4 export data joined with your actual order/revenue data — not modelled estimates. | Attribution based on real events |
| Custom Weighting | Weights tuned to how your business actually converts — e.g. heavier first-touch credit for awareness channels, last-touch for close. | A model that fits your funnel |
| No Recurring Fees | One-time SQL build, fully documented and handed over — no monthly SaaS subscription to keep it running. | Zero ongoing platform cost |
| Full Transparency | Every query is documented and version-controlled — your team can audit, maintain, or extend it without us. | No black-box logic |
| Platform Gap Visibility | A Looker Studio view sits your model directly next to platform-reported numbers, row by row. | See exactly where platforms over-claim |
A brand found platform attribution was claiming 60% more credit than it earned.
Blended platform-reported ROAS across Meta and Google added up to more revenue than the store actually did. We built a custom BigQuery model joining raw GA4 events with Shopify order data. The model showed the real channel split — platforms were double-counting the same conversions across overlapping attribution windows. Budget was reallocated based on the corrected numbers.
Platform-Reported vs Your BigQuery Model
From raw GA4 data to your own attribution model.
Timeline scoped per project — typically 3-4 weeks.
Discovery + Setup · Week 1
BigQuery export configured, raw data pipeline validated, business attribution requirements documented.
Model Build · Week 2
SQL attribution models built and tested against historical data.
Dashboard + QA · Week 3
Looker Studio dashboard built, models QA'd against known conversion data.
Handover · Week 4
Full documentation, SQL walkthrough, training on how to interpret and extend the model.
BigQuery attribution vs platform attribution vs MTA tools.
Most multi-touch attribution tools are black boxes. BigQuery is your data, your SQL, your rules.
| 🎯 TrackThenScale | Platform Attribution | MTA / SaaS Tool | |
|---|---|---|---|
| Model built on your raw, unsampled GA4 data | ✓ | ✗ | Depends on integration |
| You own the model and logic after handover | ✓ | ✗ | ✗ (platform owns it) |
| Custom weights matched to your funnel | ✓ | ✗ | Limited presets |
| Fully auditable SQL, no black box | ✓ | ✗ | ✗ |
| Removes cross-platform double-counting | ✓ | ✗ | Sometimes |
| No monthly SaaS fee after build | ✓ | ✓ | ✗ |
| Looker Studio dashboard included | ✓ | ✗ | Varies |
| Model validated against your known revenue | ✓ | ✗ | ✗ |
If the model doesn't match your known data, we fix it.
We validate every attribution model against historical conversion data you know to be accurate. If the model outputs don't make sense against your ground truth, we iterate until they do.
Wrong attribution compounds every budget decision.
If you've been allocating budget for 12 months based on platform-reported attribution, the compounded opportunity cost of that misallocation is significant. The longer you wait, the more historical data you need to un-learn.
What you get.
A full written audit report — not a vague summary. Specific findings, specific fixes.
BigQuery Export & Pipeline Setup
GA4 raw event export configured, joined with your order/revenue data, validated end-to-end.
Custom SQL Attribution Models
First-touch, last-touch, linear, time-decay, and position-based models — built and tested against your data.
Looker Studio Dashboard
Your model, updating daily, owned by you — with a side-by-side view against platform-reported numbers.
Model Validation Report
Every model checked against known historical conversions to confirm it reflects reality.
Full SQL Documentation
Every query explained — your team can maintain, audit, or extend the model without us.
Handover Walkthrough Call
We walk you through the model and dashboard live, plus email support after delivery.
How much is wrong attribution costing your media budget?
Select what applies to you — see a live estimate update on the right.
Select at least one issue
to see your estimate
Unlock full numbers
Enter your details to see exact figures — we'll also email you this breakdown.
Real results from real brands.
Not vague "great service" reviews. Specific numbers from specific fixes.
We always suspected Meta was over-claiming credit. The BigQuery model confirmed it — Meta was attributing 60% more conversions than it actually drove. We shifted budget to Google Shopping and organic. MER improved in 6 weeks.
As a SaaS company our customer journey spans weeks. Platform last-click attribution was completely useless. The BigQuery first-touch model finally showed us which channels were actually starting the conversations that converted.
For financial products the customer journey is long and multi-touch. The BigQuery model showed us that Quora was driving first-touch awareness that Meta was claiming last-touch credit for. We increased Quora budget and CPL dropped.
Common questions.
Hi, I'm Ashish.
I build attribution models.
I've run campaigns where every platform showed a different ROAS — and nobody could agree on which channel to scale. BigQuery attribution exists to end that argument with data instead of opinion.
Platform attribution is designed to make each platform look indispensable. Your own BigQuery model is designed to show you the truth. Those are very different objectives.
This is an advanced engagement — I'll work with you directly on the data pipeline, model design, and validation. You'll understand exactly how your attribution works when we're done.
Do I need technical knowledge to use the BigQuery model?
+No. We build a Looker Studio dashboard on top of BigQuery that your team can use without SQL knowledge. The SQL is there if you want to look under the hood.
What data do I need to have?
+GA4 connected to BigQuery (we set this up), and ideally order/CRM data to join against. The more data quality upstream, the better the attribution model.
How is this different from GA4's built-in attribution models?
+GA4's models are sampled, run in a black box, and can't be customised. BigQuery uses your raw unsampled data and the model is fully transparent SQL that you own.
What is the minimum ad spend to make this worthwhile?
+We typically recommend BigQuery attribution for brands spending ₹5L+ per month across paid channels. Below that, the full stack audit is usually a better starting point.
Can you connect CRM data like HubSpot or Salesforce?
+Yes — for B2B clients we can join CRM data (deal value, close date) against GA4 sessions to build true revenue attribution including offline conversions.
What attribution model do you recommend?
+It depends on your customer journey length and channel mix. We typically start with first-touch and position-based, then build a custom model based on your actual conversion patterns.
How long does the project take?
+Typically 3-4 weeks from access being granted. Complexity depends on how many channels you're running and whether we need to join CRM data.
Who owns the BigQuery project and SQL?
+You own everything. We work in your Google Cloud project. All SQL is documented. If you never want to talk to us again after handover, you have everything you need.
Can I extend the model myself later?
+Yes — that's the whole point. We document every query and leave you with a foundation you can extend as your channel mix changes.
Is this available to brands outside India?
+Yes — we've built attribution models for brands in Singapore and the US. Scoped and priced in consultation.
What if my GA4 data quality is poor?
+We always audit your GA4 setup first before building the attribution model. Garbage in, garbage out — the model is only as good as the underlying tracking.
What is a position-based attribution model?
+Position-based (also called U-shaped) gives 40% credit to the first touch, 40% to the last touch, and distributes the remaining 20% across middle touches. Good for brands with clear awareness and conversion channels.
Ready to own your attribution data.
We take 3 BigQuery attribution projects per quarter. Join the waitlist and we'll reach out to scope your project.
Join the Waitlist →