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.
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.
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.
Deduplicated revenue, standardised UTMs, reconciled channel contributions and incrementality modelling. One source of truth that every budget, forecast and scaling decision is built on.
Reliable attribution requires
Channel touchpoints
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.
We configure first touch, last touch, linear, time decay and position-based models (U-shaped, W-shaped) alongside custom multi-touch logic. Each model reveals different truths. We use the right model for the right decision.
We analyse true lift from paid channels, cannibalisation of organic traffic, brand vs non-brand performance, impact of PMax on upper funnel, email and SMS inflation and assisted conversions vs claimed conversions. Separating real contribution from platform noise.
Paid Search, Shopping and PMax, Paid Social, Amazon Ads, SEO, marketplace traffic, email and automation, direct and referral traffic. Each channel attributed correctly, reconciled against each other and deduplicated at the revenue level.
We fix duplicate conversions, inflated revenue claims, double-counted transactions, broken or missing events and inaccurate revenue assignments. Resolving the data quality issues that make platform numbers untrustworthy.
Cross-channel attribution, conversion paths, assisted conversions, channel contribution, revenue share (true vs platform-reported), incrementality outcomes and model comparison. A complete attribution view in one place.
Phase 01
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.
Phase 02
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.
Phase 03
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.
Phase 04
We reconcile GA4, paid platforms, CRM, Shopify and Amazon. Ensuring the business has one single source of truth where every revenue number traces back to a consistent, validated source.
Phase 05
Attribution is not static. We monitor shifts in channel contribution, changes in platform reporting behaviour, new journey patterns, new campaigns and new delays and lag windows. Adjusting attribution rules accordingly each month.
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
Tracking
The data foundation. Clean GA4 and Tag Manager events are the prerequisite for any attribution model to produce reliable numbers.
Analytics Dashboards
Analytics dashboards display attributed revenue. The visual layer on top of the attribution model, showing channel contribution in one view.
Reporting & Insights
Monthly reporting interprets attributed channel performance. The narrative layer that explains what attribution data means and what to do next.
Forecasting & Projections
Forecast accuracy depends entirely on attribution accuracy. Incorrect channel contribution data produces incorrect growth projections.
Paid Search
True ROAS and CAC for Search, Shopping and PMax can only be known with deduplicated, incrementality-adjusted attribution.
Paid Social
Meta and TikTok routinely overstate conversion contribution. CAPI alignment and incrementality modelling reveals true social impact.
Email & Lifecycle
Email platform revenue is inflated by default attribution windows. Corrected attribution reveals the true incremental contribution of lifecycle flows.
Amazon
A single source of truth. One number for revenue that every channel, team and tool agrees on.
Accurate revenue and conversion allocation across every channel without double-counting
Clear understanding of which channels genuinely drive growth vs which claim credit
Reliable ROAS and CAC. The actual numbers, not platform-inflated reporting.
Better budget allocation grounded in true channel contribution and incrementality
Improved forecasting accuracy. Projections built on real attribution, not inflated actuals.
Reduced wasted spend. Budget moved from channels claiming credit to channels earning it.
Confidence in scaling acquisition. Knowing the true cost of each customer before spending more.
Resolving the discrepancies between GA4 revenue, Shopify orders and ads platform conversions. Establishing one agreed number that the whole business operates from.
Replacing platform-reported ROAS with incrementally-adjusted, deduplicated figures. So budget decisions are made on real efficiency, not optimistic platform claims.
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.
Finding where paid channels are claiming conversions that would have happened organically. Particularly PMax stealing from brand search and paid social overlapping with email.
Building attribution-validated revenue figures that can withstand investor scrutiny. Channel contributions that are defensible, consistent and not inflated by platform over-reporting.
Systematically correcting the attribution inflation that comes from default platform settings. 30-day click windows, view-through credits and cross-device mismatches that inflate every channel's apparent contribution.
We will audit current tracking, validate the data, build the model and produce dashboards your whole business can decide from. Without inflated platform numbers.
Talk to a humanCore Performance
1.2s
LCP
14ms
FID
0.01
CLS
Deployments
84.2%
System Health
Stable
of Truth
Deduped · Validated
Decisions
Channel touchpoints · Attribution model · Single source of truth · Confident decisions
Amazon data is integrated into the blended attribution view. Ensuring cross-channel revenue is reconciled without double-counting marketplace performance.
