Marketing Analytics and Attribution
Marketing analytics and attribution from Adverto gives you numbers you can make budget decisions on. We audit and rebuild your tracking across GA4, Google Tag Manager, server-side tagging, the ad platforms' conversion APIs and your CRM, then answer the question that matters most: which spend brings customers. Incrementality tests and, at enough spend, a marketing mix model, all reported in one dashboard.
Who it's for
- Teams whose GA4 and ad platforms report different numbers for the same month
- Founders about to scale spend who can't say which channel pays back
- Marketing leaders who need to defend a budget with more than last-click
What's included
- Tracking audit: whether every event fires where it should
- GA4 and Google Tag Manager, with server-side tagging where it matters
- Conversion APIs and offline conversions, so the ad platforms optimize toward real customers
- Your CRM joined to spend: pipeline and revenue by source in HubSpot or Salesforce
- Attribution you can act on: incrementality tests, and marketing mix modeling at scale
- One dashboard in Looker Studio, read in a monthly review
How it runs
Audit
Every tag and conversion checked against real orders or leads. A written list of what's broken and what it's costing you.
Rebuild
Tracking plan and implementation, verified with test conversions, then the ad platforms pointed at the right events.
Answer the budget question
Attribution and incrementality work on top of clean data, and a dashboard your team keeps using after we've gone.
Clean data first
Bids, budgets, tests and forecasts all run on the tracking. So the first job is making the numbers right, verified with real conversions, before anyone draws a conclusion from them.
Attribution that settles a decision
A model is only useful if it changes where the next dollar goes. We start from the decision you need to make, then pick the method: a lift test on the platform, or a mix model when spend is large enough.
One dashboard everyone reads the same way
A dashboard only works when the founder and the finance team read it the way marketing does. We define the metrics once, with you, and build the dashboard around them.
Marketing Analytics and Attribution: the usual questions
Why do our ad platforms and GA4 disagree?
They count differently: attribution windows, view-through, modeled conversions and duplicate tags. We reconcile them against your real orders or pipeline and tell you which number to trust for which decision.
Is last-click attribution wrong?
It's incomplete. It undercounts the channels that create demand. Incrementality tests, and a marketing mix model once spend is high enough, show what each channel adds.
Do you work with mobile apps?
Yes. Installs and in-app events through AppsFlyer, joined to the rest of the funnel.
What about privacy and consent?
Consent mode and server-side tagging are part of the build, so tracking respects consent and the platforms still get enough signal to optimize.
Not sure which of your numbers to believe?
Give us read access before the call. We'll bring the three tracking gaps that are costing you most.