Three reports, three different answers.
GA4, Meta, Google Ads, and your finance team each tell a different story. Nobody wants to make a big budget call on conflicting numbers.
Analyze Pillar · Measurement & Attribution
Stop arguing about attribution. Start agreeing on where budget goes.
Measurement & Attribution at Analytico bridges the gap between messy platform numbers and decisive budget moves. We align GA4, ad platforms, and your backend so you can see what's really driving pipeline, revenue, and profit—not just which channel shouts the loudest in its own dashboard.
- One version of truth for channel and campaign performance across GA4, ad platforms, and finance.
- Clear rules for when to trust platform ROAS, modeled conversions, and your own attribution lenses.
- Executive-friendly narratives that explain where the next $10K of spend should go—and why.
Built for growth, marketing, and product leaders who are done debating whose report is "right" and want a defensible budget story.
Example View · Paid Media & Revenue Snapshot
What leadership sees
- Revenue by channel with GA4, Ads, and backend reconciled.
- Unit economics by segment and market.
- Clear view of "keep / cut / test" budget by channel.
What growth teams see
- Assisted conversions and lift by touchpoint.
- Which journeys respond to which channels and creatives.
- Experiments and media mix changes mapped to outcome shifts.
Aligned Measurement Framework
One shared source of truth that defines how you attribute performance in:
- Always-on performance and BAU spend.
- Launches, offers, and promo-heavy periods.
- Strategic bets and new channels.
- LTV and payback windows by channel and audience cohort.
When Measurement Isn't Aligned
If you don't agree on the numbers, you won't agree on the plan.
Misaligned attribution doesn't just cause reporting chaos—it directly affects where budgets go, which bets get made, and how fast growth can move. Our job is to remove the ambiguity so every team can pull in the same direction when it's time to move money.
Last-click bias is killing smart bets.
Brand, upper-funnel, and partner channels look weak in last-click reports, so they get cut—even when they quietly drive most of the demand.
Black-box models aren’t trusted.
Data-driven attribution, PMax, and platform-modeled conversions feel opaque. Stakeholders don’t understand them, so they ignore them.
Experiments run without a measurement plan.
CRO tests, creative experiments, and new channels launch without clear success definitions or baselines—so you debate outcomes instead of learning.
Our Measurement & Attribution Framework
From "Which number is right?" to "What should we do?"
We treat measurement and attribution as an operating system—not just a report. Foundation, models, and decisions all have to line up, or the best analysis won't change what actually happens with budget and roadmap.
Foundation
Align definitions, sources, and scope.
We start by agreeing what counts as a lead, opportunity, customer, and revenue across tools—and where each source of truth lives.
- Shared glossary for events, conversions, and KPIs.
- Mapping GA4 properties, ad accounts, and CRM/BI systems.
- Clarifying which questions attribution should and shouldn’t answer.
Models
Choose attribution methods that fit reality.
No one model solves everything. We combine pragmatic last-click, position-based, data-driven, and experiment-based lenses.
- Channel and campaign views by multiple models where useful.
- Incrementality and lift frameworks for key channels.
- Attribution parameters tuned to your actual sales cycle.
Decisions
Tie measurement to concrete moves.
We embed the outputs into how you plan, forecast, and prioritize—not just a new dashboard tab nobody opens.
- Playbooks for "what to do when X moves by Y%."
- Budget, bid, and creative decisions mapped to metrics.
- Cadence for reviewing performance and pruning waste.
Measurement & Attribution Services
What we actually do inside the Analyze pillar.
Whether you're trying to make sense of conflicting GA4 and platform numbers, or you're ready to move beyond last-click, we design measurement that is rigorous, explainable, and actionable for both media and product decisions.
Measurement Strategy & KPI Design
Define what success really looks like at channel, funnel, and business levels.
- Executive-level KPI stack: acquisition, activation, retention, and LTV.
- Measurement plans for campaigns, always-on, and product changes.
- Bridging GA4, ad platforms, CRM, and finance into one view.
Attribution Frameworks & Modeling
Match attribution approaches to your buying journey—not the other way around.
- Pragmatic model mix: last-click, position-based, and data-driven.
- Attribution windows tuned to your sales cycle and payback horizon.
- Channel & journey-specific views (brand, retargeting, affiliates, partners).
Channel & Campaign Measurement
Answer the question: "Where should we put the next $10K?"
- Standardized campaign structures and UTM governance.
- Channel scorecards and "keep / cut / test" call-outs.
- Performance breakdowns by audience, creative, and funnel stage.
Experimentation & Incrementality
Use tests and lift instead of opinions to decide what truly works.
- Test frameworks for creative, landing pages, and offers.
- Geo or audience split tests to measure channel lift where possible.
- Clear rules for success, sample size, and test readouts.
B2B & Pipeline Attribution
Connect top-of-funnel marketing to pipeline, opportunities, and revenue.
- Lifecycle mapping from first touch → opportunity → closed-won.
- Attribution views for MQL, SQL, opportunity, and revenue stages.
- Sales-assisted and partner-influenced pipeline views.
LTV, Cohorts & Payback Analysis
Move beyond CAC-only to a richer picture of unit economics.
- Cohort analysis for retention, revenue, and contribution margin.
- Channel and segment LTV and payback comparisons.
- Signals to guide pricing, packaging, and upsell paths.
Deep-Dive Programs for Paid Media Teams
When the question is specifically: "Are we spending in the right places?"
These Analyze programs focus on paid media reality: reconciling platforms, making budget shifts defensible, and giving your team a clear view of which channels, creatives, and funnels truly move revenue and profit.
Paid Media Measurement Triage
For accounts where GA4, platforms, and backend all disagree and CPAs look random. We untangle tracking, attribution, and platform setups so you can trust the baseline.
Budget Reallocation & Efficiency Review
A focused review of where spend is over- and under-earning across channels, campaigns, and audiences—so you can move budget with a clear, defensible story.
Media Mix Modeling for Mid-Market Teams
Pragmatic, data-backed guidance on how much to put into search, social, brand, and upper-funnel without needing a full-time data science team.
Creative & Funnel Performance Diagnostics
Structured analysis of how creative, offers, and landing experiences perform by segment and stage—so tests stop being random and start compounding.
You don't have to start with media mix modeling. For many teams, the right first step is simply reconciling the numbers and running a focused efficiency review before touching algorithms or big swings.
20-Day Measurement & Attribution Reset
A focused program to get everyone looking at the same truth.
This is a typical engagement when the goal is to reset how you measure performance and agree on where growth should focus next. We adapt it to your stack, size, and urgency.
Days 1–3
1Discovery & Alignment
Stakeholder interviews, metric inventory, and current report review. We document where numbers disagree and which decisions are blocked.
Output: issue list, decision inventory, and initial measurement hypotheses.
Days 4–7
2Data & Source Recon
Deep dive into GA4, ad platforms, CRM, and backend exports. We check for gaps, duplication, and data-quality issues that affect attribution.
Days 8–12
3Framework & Model Design
Draft your measurement framework: KPIs, leading/lagging metrics, attribution lenses, and how each tool fits into the picture.
Days 13–17
4Implementation & Reporting Views
Configure or refine reports, dashboards, and exports. Align channel, campaign, and funnel views with the agreed framework.
Days 18–20
5Decision Playbooks & Handover
Package practical guidance: how to read the numbers, which metrics to use for which decisions, and how to keep the system healthy.
Track → Analyze → Optimize
Measurement & Attribution is where clean tracking becomes real strategy.
Track makes sure your data is accurate. Analyze—especially Measurement & Attribution—is where we turn that into a coherent view of how your marketing and product actually drive value. Then Optimize uses that view to decide where to double down.
Who this is for
- Growth and performance leaders who need a confident budget story for board or leadership.
- Product and lifecycle teams who want to see beyond acquisition into activation and retention.
- Founders and finance leaders who want marketing numbers that line up with actual revenue and margin.
We meet you where you are—whether you're just upgrading from basic GA4 reports, or already running experiments and need a more advanced measurement layer.