Services / Marketing attribution
Marketing attribution: which channels actually drive revenue?
Every platform claims the same conversion. I turn those claims into one picture that matches your books.
Google Ads says 41 conversions. Meta says 38. GA4 says 52. And your accounting counts 61 orders. Four systems, four truths. And a marketing budget divided based on whichever system happens to deliver the report.
Marketing attribution is not a tool you switch on. It is a series of choices: which attribution window, which model, which data source. Someone made those choices for you, usually without telling you. I make them visible and translate them into a picture that matches what actually happens in your business.
Channel attribution: looking beyond the last click
Standard reports credit the last channel before the conversion. Branded search and retargeting always win that game. Not because they drive your growth, but because they sit at the bottom of the funnel. The channels that create demand look like they are losing money on paper.
Channel attribution that holds up starts with what each channel contributes to the whole: who initiates, who assists, who closes. Only then can you see whether that profitable retargeting channel truly adds something, or mostly clicks on people who were going to buy anyway.
Revenue attribution per campaign, tied to your books
Platform numbers are claims, not revenue. Every platform credits conversions to itself. Add up the reports from Google, Meta and email and you have more revenue than you ever invoiced.
That is why I start from your actual revenue and work backwards: which campaigns, channels and search terms demonstrably contributed, and for how much? The result is revenue per campaign your finance lead can stand behind. Not a dashboard full of definitions every platform fills in differently.
Conversion attribution in practice: what I actually do
Conversion attribution stands or falls with the quality of your measurement setup. So every engagement starts at the foundation and ends with a budget decision. Not with a report.
- Audit of your measurement setup: GA4, conversion tagging, consent and (where worthwhile) server-side tracking. Making sure the data is right first.
- An attribution model matched to your sales cycle, not the platform default.
- A report that shows revenue per campaign, reconciled with your actual revenue.
- The translation into budget: where to scale up, where to cut, and what to test first.
No black box
I do not sell attribution software or a subscription to a dashboard nobody understands. You get a way of working your own team can take over, explained in plain language. And if the honest answer is that your data is not yet good enough for an advanced model, you will hear that too. Along with what to fix first.
“I've often felt that marketing agencies are full of hot air. Joey isn't. He tells it like it is, without making excuses. Thanks to his insights, I had a much better understanding of what a marketing agency was actually up to, and I became a lot more critical about the results.”