Measurement & Attribution

Make growth decisions with numbers you can trust.

Campaign platforms, analytics tools and CRM reports often disagree because they measure different events at different stages. We define the signals, data flow and reporting needed to decide with confidence.

Discuss Your Measurement Setup

Attribution map: where the data usually breaks

01
Source
Campaign and channel parameters
02
Landing page
Page and consent context
03
Event layer
GA4 and GTM events
04
CRM
Lead record and stage
05
Revenue
Closed deals tied to source
Commonly misaligned

Common symptoms

Which number do we trust?

Source	Why it may disagree with the others
Ad platform	Counts platform-attributed conversions using its own attribution windows and view-through rules.
GA4	Depends on tag coverage, consent and how each event is defined.
CRM	Records leads and stages as sales logs them. Source fields and stage definitions drift over time.
Mobile attribution (MMP)	Reports installs and post-install events through its own event mapping and reporting delays.

Scope

What we work on, and what you take away.

What we work on

Measurement audit
Conversion and event taxonomy
GTM and GA4 instrumentation requirements
Offline conversion and CRM feedback
MMP mapping (AppsFlyer, Branch) where appropriate
Practical reporting definitions

Possible deliverables

A source-to-event measurement map
Documented conversion definitions
An implementation checklist
A validation and test plan
A decision-dashboard specification the team can read

Not included by default

Building a full data warehouse or BI stack
Guaranteeing attribution accuracy where platforms limit what is visible

How we make it useful

A tracking fix is only valuable if the team knows which number to use, where it came from and which decision it can support.

Actual deliverables depend on the agreed scope.

Questions

Before you get in touch.

We can diagnose configuration and event-quality issues and scope implementation work in the systems you use.

Where appropriate, we can work on app measurement and MMP integration, including event mapping and post-install signals.

GA4 and GTM, common CRMs and mobile attribution platforms such as AppsFlyer and Branch. The focus is the definitions and data flow, not a particular tool.

Often paired with