BigQuery Analytics

BigQuery Multi-Touch Attribution Model

Data-driven attribution modelling built in BigQuery SQL

Build data-driven marketing attribution models in BigQuery. Develop last-touch, linear, time-decay, and data-driven attribution using your GA4 and ad data in BigQuery.

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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.

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What's Included

Every deliverable you receive as part of this service.

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

Frequently Asked Questions

Common questions about BigQuery Multi-Touch Attribution Model.

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