Pillar · Attribution
Attribution, from
first click to bank.
The reference index for everything we have written on attribution: how it broke after iOS 14.5, how server-side tagging brings the signal back, where Marketing Mix Modelling actually fits, and what the typical $2M to $20M Australian operator should do this quarter to stop scaling on the wrong number.
The journey
Read in this order if you are starting from scratch.
Step 01
iOS 14.5 attribution: what actually broke
Why the post-iOS 14.5 measurement environment is different in kind from anything before it, and what that means for the dashboards your team built in 2019.
Read in fullStep 02
GA4 misconfigurations measured in lost revenue
Seven specific GA4 errors we find on almost every audit. Each leak is small. Compounded across a quarter, the seven errors typically distort reported revenue by 14 to 38 percent.
Read in fullStep 03
Server-side GTM in Australia: when it is worth it
The economics of moving to server-side tagging at $40K plus monthly spend, when the math does not work below that threshold, and what the deployment actually involves.
Read in fullStep 04
Meta CAPI on Shopify: five places it quietly goes wrong
The five integration failures we see most when reviewing Shopify and CAPI setups. The fix list is short; the impact on Event Match Quality is large.
Read in fullStep 05
MMM vs MTA: which attribution model belongs in your business
The honest answer for $2M to $20M operators about whether Marketing Mix Modelling, Multi-Touch Attribution, neither, or a hybrid lightweight version is the right call.
Read in full
All attribution writing
Everything we have published on the topic.
22 April 2026
iOS 14.5: what actually broke, and what to do about it five years on
Read
22 April 2026
MMM vs MTA: which attribution model actually belongs in a $2M to $20M business
Read
8 April 2026
GA4 misconfigurations, measured in lost revenue: seven errors we find on every audit
Read
18 March 2026
Server-side GTM in Australia: when it's worth it, when it isn't, and how we deploy it
Read
26 February 2026
Meta CAPI for Shopify: the five places we see it go wrong
Read
Tools and references
Free tool
Ad Spend Calculator
Instant CPA, ROAS, ad spend share, contribution after overhead, and the break-even ROAS your margin actually needs.
Open the calculator
Reference
Attribution glossary
Plain-language definitions of CAPI, MMM, MTA, ITP, ROAS, view-through, Event Match Quality, deduplication, and the rest of the vocabulary.
Open the glossary
Working with us
If your reports stopped reconciling, the next step is a tracking audit.
Two weeks. Read-only access. Written report with a prioritised fix list. About a third of audit clients hire us afterwards to do the rebuild. The other two-thirds take the report to their in-house team or agency. Both outcomes are fine. The audit is priced as a standalone deliverable, not a sales funnel for a bigger engagement.