The future of attribution isn’t in the platform dashboards. It’s post-click.
We’re seeing more and more businesses make critical decisions based on incomplete data. GA4 is a step in the right direction, but even then, attribution is messy.
Marketing attribution defined
Marketing attribution is the practice of assigning credit for conversions or revenue to marketing touchpoints in order to pinpoint the touchpoints and channels that are working best and allocate resources accordingly.
Adobe for Business
iOS changes, cookie restrictions, and delayed reporting mean that relying on platform-reported conversions alone (Meta, Google Ads, etc.) will almost always give you a skewed view of what’s really working.
Advert performance varies
An ad campaign that looks like it’s underperforming at the ad level might actually be driving high-value leads once you map the full customer journey. But you’d never see that if you’re only reviewing surface-level metrics.
We’ve been shifting more of our clients to blended post-click attribution models, combining GA4, CRM data, and back-end lead quality scoring. The insights are completely different and often surprising.
This is not about ignoring platform metrics. It’s about layering them with the stuff that actually closes deals.
Let me know if you’re navigating the same challenges. Happy to share what’s working here at numero®️ – just ask.
Author Expertise: Harry Kidby
Harry brings senior-level performance marketing expertise and strategic sales leadership to numero®’s partnership approach with forward-thinking businesses. His core strengths include developing comprehensive digital marketing strategies for e-commerce and service businesses, executing multi-channel campaigns that drive measurable content engagement, lead generation, and sales conversion across New Zealand and international markets. He excels in performance-focused campaign deployment and measurement, combining strategic planning with hands-on execution to deliver optimal results. Harry’s expertise spans Google Ads optimisation, SEO strategy implementation, social media marketing, and website performance analysis. His consultative approach encompasses complete business analysis, ensuring deep understanding of partners’ operations to deliver tailored solutions. Harry’s experience extends to client relationship management, cross-channel campaign coordination, and results measurement, making him a strategic digital marketing consultant with proven capability in driving business growth through data-driven marketing initiatives.
