06 / 07
Analytics, Attribution & Geo-Incrementality.
Know which channels actually drive revenue, not just which ones take credit.
Attribution is broken across most marketing stacks. We build measurement frameworks that cut through platform bias and give you a real picture of what's working. From multi-touch attribution to statistically valid geo-incrementality tests, we help you understand true channel contribution so you can allocate budget with confidence.
Our approach.
Platform-reported conversions are unreliable. Every ad network overcounts, every attribution model has blind spots, and most marketing teams are making budget decisions based on numbers they can't verify. We build measurement frameworks that cut through the noise and tell you what's actually driving revenue.
Our core approach combines multi-touch attribution with incrementality testing. For attribution, we reconcile data across platforms using GA4, Triple Whale, and custom BigQuery models to build a unified view of the customer journey. For incrementality, we design geo-holdout experiments with statistically valid test and control groups, non-overlapping geofences, and confidence intervals that tell you not just whether a channel works, but by how much.
For retail and omnichannel brands, we layer in retail lift measurement that connects digital ad exposure to in-store purchases. We use census and population data to construct demographically balanced test markets, and we build scenario maps that let you model different test configurations before committing budget. The output is a defensible answer to the question every CFO asks: is this spend actually making us money?
TOOLS & PLATFORMSGA4Triple WhaleBigQueryGoogle SheetsLooker StudioCensus/ACS Data
Scope
Multi-channel attribution modeling via GA4 and Triple Whale
Geo-incrementality holdout test design and analysis
Retail lift measurement for TikTok, YouTube, and Meta
Scenario-based testing for ad performance by location
Capabilities
Design statistically valid geo holdout experiments
Analyze retail sales lift with test vs. control methodology
Scenario maps with population overlays and test/control justification
Non-overlapping ZIP geofence construction for clean measurement
Cross-platform attribution reconciliation
Incrementality reporting with confidence intervals
Results.
Multi-Location Retail Brand
Validated incremental lift
5-mile radius overlays with scenario maps and statistical reasoning.
Regional Retail Chain
Clean test/control design
Non-overlapping ZIP geofences across multiple state markets.
Industries we apply this to.
Interested in Analytics & Attribution?
Let's talk about how this fits your growth strategy.