Attribution modelling engineered for clarity, accuracy and unified decision-making.
We build attribution systems that reveal the true contribution of every channel, campaign and customer touchpoint. Giving you a reliable foundation for budgeting, scaling and forecasting.
Why attribution is broken for most brands
Attribution collapses when tracking is unreliable, platforms inflate conversions, GA4 contradicts ads data, email claims too much revenue, PMax steals conversions from SEO, paid social overstates impact and Amazon operates as a separate silo.
Attribution is not a number. It is a system of truth. Qwrki builds attribution as foundational infrastructure. The layer every other decision depends on. Wrong attribution means wrong budgets, wasted spend and poor forecasting.
Platform-reported attribution
Every platform claims the conversion. GA4 disagrees with ads. Email reports 40% of revenue. PMax takes credit from SEO. Total claimed revenue is 3× actual. Nobody trusts any number.
What is included in Attribution Modelling
Single Source of Truth Design
We establish a principal attribution system (GA4, BI tool or hybrid), consistent channel groupings, deduplicated revenue, a standardised UTM framework and shared naming conventions. The agreed foundation every report and decision pulls from.
- Principal system
- Deduplication
- UTM framework
- Naming conventions
How Attribution Modelling works inside Qwrki OS
- 01
Phase 01
Tracking & Data Validation
We validate GA4, Tag Manager, CRM events, paid media attribution, Shopify revenue data and marketplace data. Without accuracy here, attribution is fiction. This phase is non-negotiable before any model is built.
- 02
Phase 02
Attribution Framework Design
We build attribution logic, channel group definitions, UTM standards, naming convention libraries and conversion rulesets. The agreed framework that every channel, team and tool operates from consistently.
- 03
Phase 03
Model Implementation
We implement first and last touch, multi-touch logic, incrementality models, cross-channel blending and attribution dashboards. Connecting every channel into a single, consistent attribution view.
Where Attribution Modelling fits inside Qwrki OS
Attribution is the truth layer of Qwrki OS. Connecting every channel and module into a single, reliable source of revenue truth that every other decision depends on.
Attribution Modelling
Analytics & Intelligence
- Analytics Dashboards
What you get from Qwrki's Attribution Modelling
- 01
A single source of truth. One number for revenue that every channel, team and tool agrees on.
- 02
Accurate revenue and conversion allocation across every channel without double-counting
- 03
Clear understanding of which channels genuinely drive growth vs which claim credit
- 04
Reliable ROAS and CAC. The actual numbers, not platform-inflated reporting.
- 05
Better budget allocation grounded in true channel contribution and incrementality
- 06
Improved forecasting accuracy. Projections built on real attribution, not inflated actuals.
Typical Use Cases
Fix Conflicting Data Across GA4, Ads & Shopify
Resolving the discrepancies between GA4 revenue, Shopify orders and ads platform conversions. Establishing one agreed number that the whole business operates from.
Understand True ROAS, CAC and MER
Replacing platform-reported ROAS with incrementally-adjusted, deduplicated figures. So budget decisions are made on real efficiency, not optimistic platform claims.
Balance Paid vs Organic vs Retention
Understanding the true contribution of each channel. Separating what paid media actually drives from what it claims, and correctly valuing organic and email revenue contributions.
System Support
Ready to build attribution that drives confident, informed decisions?
We will audit current tracking, validate the data, build the model and produce dashboards your whole business can decide from. Without inflated platform numbers.
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