BIGQUERY MULTI-TOUCH ATTRIBUTION MODEL

BigQuery Multi-Touch Attribution Model

Data-driven attribution modelling built in BigQuery SQL

GA4 path data extraction from BigQuery
Last-touch, linear, and time-decay models
Position-based (U-shaped) attribution
Data-driven Shapley Value attribution

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About This Service

What Is BigQuery Multi-Touch Attribution Model?

Platform-reported attribution is always biased — Google Ads takes credit for conversions Meta influenced, and vice versa. Building your own attribution model in BigQuery gives you an independent view. We implement attribution models ranging from simple rule-based (last-touch, linear, time-decay, position-based) to data-driven Shapley Value models using your GA4 clickstream and conversion data. The result is an attribution model you own, understand, and can adjust.

Quick Facts

Delivery 2–5 business days

Pricing Fixed upfront quote

Access Needed GTM + relevant account

Support 30 days post-delivery

Certification Google-certified specialist

Output Written documentation

What You Get

Every BigQuery Multi-Touch Attribution Model Engagement Includes

GA4 path data extraction from BigQuery

Last-touch, linear, and time-decay models

Position-based (U-shaped) attribution

Data-driven Shapley Value attribution

Cross-channel attribution comparison view

Attribution model explanation documentation

Our Process

How We Deliver BigQuery Multi-Touch Attribution Model

Audit & Review

We examine your existing setup, ad accounts, and analytics to understand exactly what needs to be built or fixed.

Scope & Price

You receive a clear, fixed-price quote with defined deliverables before any work begins. No surprises.

Build & Test

We implement and verify everything in GTM Preview mode, DebugView, or the relevant platform debugger before going live.

Deliver & Document

We launch, confirm all tracking fires correctly, and hand over full written documentation of everything built.

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Why Adslytics

The Difference a Specialist Makes

Google-Certified Specialists

Every project is handled by a Google-certified tracking specialist. Not an account manager. Not a junior contractor. The person on your project is the expert.

Fixed-Price, No Surprises

You see the exact price before work starts. We scope every project fully before quoting — so you know what you are getting and what it costs, with no ongoing meter running.

Full Written Documentation

Every delivery includes documentation of what was built, what triggers each event, and how to verify it. Your team can maintain it without coming back to us.

Direct Access to Your Specialist

You communicate directly with the person doing the work. No ticketing systems, no account managers relaying messages. Direct Slack or WhatsApp contact throughout.

Verified Reviews

What Clients Say

"Our cross-channel attribution was a spreadsheet nightmare. After the marketing analytics setup we have a single dashboard showing true ROI by channel, campaign and audience. Budget decisions that used to take a week now take an afternoon."

Roberto Silva

Head of Performance Marketing

"We were running eight channels with no unified attribution model. The specialist set up data-driven attribution in GA4, connected it to our Google Ads and built channel comparison views in Looker Studio. Completely changed how we allocate budget."

Karin Berg

Marketing Director

"First-touch, last-touch, linear — our CFO wanted to see all three models side by side before committing budget. The attribution modelling setup delivered exactly that, with clearly explained methodology and a dashboard the finance team could understand."

Daniel Park

Growth Director

FAQ

Frequently Asked Questions

Real answers to questions we hear from clients before starting a BigQuery Multi-Touch Attribution Model project.

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Platform attribution is self-serving — each platform takes maximum credit. Building in BigQuery gives you an independent model using your own data, not each platform's black box algorithm.

GA4 event data (user journey events with campaign parameters) and conversion events, plus ad spend data by channel. We help ensure your GA4 export has the required data.

More accurate than single-platform attribution, but limited by the same fundamental challenge: touchpoints must be trackable (consent, cookies). Server-side tracking improves touchpoint capture.

A game-theory concept where credit is distributed based on each channel's marginal contribution to conversions across all observed paths. It's the most mathematically fair model available.

Not directly in real-time. But BigQuery attribution results can inform manual budget reallocation decisions, and can feed Google Ads enhanced conversions if implemented.

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