Measurement & Attribution
Measurement explains attribution models, their limitations, reconciliation against source-of-record systems, and how to make commercial decisions without false precision.
Attribution is not solved and will not be. This is a commercial guide to using it well anyway — models, limitations, reconciliation and the framework for making decisions confidently despite the gaps.
Marketing attribution answers 'which channel got the credit'. Revenue attribution answers 'which revenue actually landed, and where'. The distinction changes how you invest.
Last click is the default because it is easy. Understanding what it systematically hides is the difference between reading a report and running a business.
GA4 is the most common analytics platform in the market and one of the most misunderstood. What it measures, how it attributes and where it will not match your ad platforms.
Shopify recognises the order. GA4 measures the session. They will disagree — the question is by how much and whether the gap is stable.
Ad platforms optimise on what you tell them. If you only feed them form fills, they optimise for form fills. Offline conversion tracking feeds them the outcomes that actually matter.
Consent Mode is often deployed as a compliance tick-box. Its commercial effect on attribution is larger than most operators appreciate.