Attribution & Measurement.
First-party measurement that survives the cookie apocalypse.
Why this specifically.
Third-party cookies are dead. Last-click attribution is dead. If your agency is still reporting per-channel ROAS from platform dashboards, they're telling you a story, not a number. We rebuild measurement stacks to survive the next decade.
Our attribution engagements ship a server-side tagging setup, a first-party data layer, and a blended-CAC model that reconciles platform-reported spend to actual bank-account revenue. It's less glamorous than a dashboard and more useful than everything on your current one.
For mature accounts we layer in marketing mix modelling (MMM) and incrementality studies. For everyone else we start with getting the conversion event to fire correctly, which is where 80% of accounts fail before they even talk about MMM.
What ships to you.
Data layer spec
Every ecommerce or lead event mapped, named, and typed. GA4, Meta, Google Ads, and CRM all reading the same source of truth.
Server-side tagging
GTM Server on your subdomain. Zero third-party JavaScript on the checkout. Faster site, cleaner data.
Blended CAC dashboard
Weekly view: spend / new customers (from your bank/CRM, not from platforms). The number your CFO trusts.
Incrementality study
Quarterly geo-holdout or conversion-lift study. The real lift, not the attributed lift.
Executive report
Monthly PDF: what was spent, what was earned, what changed, what we're doing next. No dashboard link that nobody opens.
5-step process, no filler.
- 01AuditRead every tag, every event, every platform. Document what's firing, what's misfiring, and what's missing.
- 02SpecRewrite the data layer spec with your engineers. One event dictionary. Everyone builds to it.
- 03ImplementGTM Server, CAPI, enhanced conversions, CRM sync. Instrumented and QA'd.
- 04ReconcileMonthly reconciliation between platform-reported revenue and bank-deposited revenue. Report the gap.
- 05Measure liftQuarterly incrementality read. Reallocate budget by real lift, not by attribution flattery.
The numbers.
Questions smart clients ask.
For anyone spending > ₹8L/month on paid, yes. Cleaner data, faster site, and future-proofing against browser privacy changes.
Useful for enterprises. Overkill for most. We use them when the data supports the complexity and skip them otherwise.
Yes. We wire GA4 → BigQuery and Meta/Google via Fivetran or native exports. Reporting sits on top of the warehouse, not the platforms.
It's not 'right' — no attribution is. It's defensible, documented, and consistent. We report the methodology and the assumptions alongside the numbers.
More inside Performance Marketing.
Kick off Attribution & Measurement.
30-minute strategy call. We diagnose live. No decks, no theatre.