AttributionPractical guides on attribution, customer journey analytics, and conversion tracking — for marketers and founders who already know what converted and want to know why.
A customer who switches devices mid-journey doesn't stop being one person — but most tracking setups will count them as several, unless you connect the dots.
"We got 50 conversions" is a number. Customer journey analytics is the story behind each one — every visit, campaign, and gap in between.
GA4 quietly switched everyone to data-driven attribution. Here's what that model does, the one requirement that determines whether it even works, and how to read the reports.
A channel with high assisted conversions and low last-click conversions isn't underperforming — it's doing a completely different job than the report makes it look like.