blog / category
Cross-Source & Attribution
Multi-platform data reconciliation and marketing attribution models.
- Cross-Source & Attribution7 min read
UTM Tracking Best Practices: Stop Polluting Your GA4 Data
Dirty UTM parameters are the number one cause of unusable source and medium reports in GA4. Follow these rules to keep your campaign data clean and your channel groupings accurate.
23 Sept 2026
- Cross-Source & Attribution7 min read
Marketing Attribution Models Explained: Which One Fits Your Agency
Every attribution model distorts reality in a predictable direction. Here is how last-click, first-click, linear, time-decay, position-based, and data-driven models compare in practice.
23 Sept 2026
- Cross-Source & Attribution7 min read
Google Ads Attribution Windows Explained: Why Your Conversions Don't Add Up
Click-through, view-through, and engaged-view attribution windows determine which conversions appear in your Google Ads reports. Here is how they work and why they cause discrepancies.
23 Sept 2026
- Cross-Source & Attribution7 min read
Why GA4 and Google Ads Never Agree on Numbers (and What to Do About It)
GA4 and Google Ads report different conversions for the same campaigns. Here are five structural reasons why and how to report the gap honestly to clients.
23 Sept 2026
- Cross-Source & Attribution7 min read
Why Facebook Ads and GA4 Show Different Numbers (And Which to Trust)
Meta Ads Manager and GA4 report wildly different conversion counts for the same campaigns. Attribution windows, counting methods, and consent gaps are the three structural reasons for the gap.
23 Sept 2026