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with Faisal Tusher

Analytics · Attribution

Attribution

Customers touch many channels before converting. Attribution decides how credit is shared — and therefore where budget goes.
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The building blocks

What goes into Attribution

Attribution Model Comparator

Build a customer journey and compare how each model splits credit.

How I do it

The process

  1. 1

    Paths

    Collect journeys.

  2. 2

    Model

    Apply models.

  3. 3

    Compare

    Credit shifts.

  4. 4

    Validate

    Test with experiments.

Principles I follow
  • Compare models to understand channel roles, not to find the 'right' one.
  • Use experiments for big budget decisions.
  • Keep windows consistent across platforms when comparing.

Measurement

The numbers I watch

Tools I use

  • G4Google Analytics (GA4)
  • CMCampaign Manager 360

What you get

  • Attribution comparison
  • Channel role summary
  • Test plan
Upper funnel undervalued

Video looks unprofitable on last click.

Show assisted value and run a geo holdout.

Illustrative example
Which model does GA4 use?

Data-driven attribution by default for key events.

Need help with Attribution?

Let's talk about what you're trying to achieve.

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