What we build

Every touchpoint, modeled on your own journey.

Models built on your own journey and CRM stages, documented so anyone can read the rules.

Attribution modeling
We join GA4 (Google Analytics), media cost, and CRM outcomes in your data warehouse and build documented attribution models with dbt, so the assumptions behind each number are written down.
CRM lifecycle mapping
We define what a qualified lead, opportunity, and won customer mean in your CRM, and connect each stage to the marketing source that produced it.
Reconciliation and reporting operations
You get a report showing how each source ties to CRM records, validated reporting tables, and quality checks. We maintain the dashboards and investigate discrepancies as things change.

Proof

Two agencies, advertising connected to outcomes.

Two agencies that now see which advertising produces customers, not just clicks.

How each model assigns credit, how to build one from the GA4 export, and what an attribution audit covers.

Multi-touch attribution and models explained
Attribution & Measurement21 min read
Multi-touch attribution (MTA) shares credit for a conversion across the interactions your systems recorded before it, and an attribution model is the rule that decides how.
GA4 multi-touch attribution in BigQuery: build a custom attribution model in SQL
Attribution & Measurement9 min read
Turn the GA4 export into sessions, find each conversion, join the sessions in a lookback window before it and assign credit with window functions. The SQL below builds position-based and time-decay models and a channel rollup. It will not match GA4’s data-driven model, which the export does not include.
HubSpot multi-touch attribution: native reports vs. a warehouse model
Attribution & Measurement10 min read
HubSpot’s built-in attribution reports are a useful start. Here is what they measure, where they stop, and how to rebuild the same questions in BigQuery.