Solutions · Analytics & Attribution
Half Your Budget Works.
We Show You Which Half.
Full-stack measurement: GA4, Mixpanel, custom dashboards, and multi-touch attribution models calibrated against real experiments. So budget decisions run on evidence, not platform-flattered numbers.
100%
Client-owned infrastructure
accounts, data, and dashboards stay yours
25%+
Typical wasted spend identified
in first-quarter attribution reviews
14 days
To a working executive dashboard
from kickoff on standard stacks
3
Measurement lenses per client
platform, modelled, and incrementality
Every Platform Claims
The Same Sale.
Add up what Meta, Google, and your email tool each report and you will have sold your inventory twice. Attribution is the discipline of deciding who really gets the credit.
Last-Click
What platforms default to. Simple, and systematically wrong: it hands all credit to the final touch and starves discovery channels.
Multi-Touch
Credit distributed across the journey with data-driven weighting. Our default for brands with multiple active channels.
Incrementality
Holdout experiments that measure what happens when spend stops. The ground truth we calibrate every model against.
Adlantic runs all three lenses side by side and reconciles them monthly.
Built in Layers,
From Tracking to Truth.
Attribution models built on broken tracking produce confident nonsense. We build bottom-up: instrumentation first, then analytics, then dashboards, then models.
Tracking Foundation & Instrumentation
Every measurement problem starts as a tracking problem. We audit and rebuild your event layer: clean taxonomies, deduplicated conversions, server-side tagging where it earns its keep, and consent handling that keeps data usable and compliant.
- Full tracking audit: GA4, pixels, CAPI, tag manager
- Event taxonomy design with naming conventions that scale
- Server-side tagging and first-party data collection
- Consent mode and privacy-compliant measurement
- QA framework so tracking does not silently rot
GA4 & Product Analytics Setup
GA4 out of the box answers almost nothing. We configure it to answer your actual questions: custom events, conversion definitions, audience exports, and BigQuery connection. Mixpanel or Amplitude layers in when product-level behavior matters.
- GA4 property configuration, custom events, and conversions
- BigQuery export for warehouse-level analysis
- Mixpanel / Amplitude implementation for product funnels
- Cross-domain and app-plus-web tracking unification
- Channel grouping and UTM governance
Dashboards & Reporting Layer
Data no one looks at is a cost, not an asset. We build dashboards for the person reading them: an executive view tying spend to revenue, a channel view for the marketing team, and automated alerts when metrics move beyond thresholds.
- Executive dashboard: spend, revenue, blended CAC, MER
- Channel-level dashboards with drill-down paths
- Looker Studio, Metabase, or your BI stack of choice
- Automated anomaly alerts on spend and conversion swings
- Weekly narrative summaries, not just charts
Multi-Touch Attribution Modelling
Last-click lies, and every platform claims the same sale. We build attribution models that reflect your real buying journey: multi-touch weighting across channels, calibrated against holdout tests so the model earns trust instead of demanding it.
- Journey mapping across paid, organic, email, and direct
- Data-driven and position-based model comparison
- Platform-claimed vs. modelled conversion reconciliation
- Geo-holdout and audience-split incrementality tests
- Budget reallocation recommendations from model output
Ongoing Measurement Operations
Attribution is not a project you finish; platforms change, tracking breaks, and models drift. We run measurement as an operating function: monthly calibration, new-channel onboarding, and analyst support when big decisions need data.
- Monthly model calibration and tracking health checks
- New channel and campaign measurement onboarding
- Ad-hoc analysis support for budget and strategy decisions
- Quarterly measurement roadmap reviews
- Documentation so knowledge lives with you, not with us
Why Adlantic for
Measurement
Marketers First, Analysts Second
We run media ourselves, so our measurement answers the questions buyers actually face: where to move budget, what to kill, what to scale. Not dashboards for their own sake.
Calibrated, Not Claimed
Any tool can output an attribution number. We validate models against holdout experiments, so when the model says a channel is incremental, there is evidence underneath.
Your Stack, Not Ours
We build on tools you own: GA4, BigQuery, Mixpanel, Looker Studio, your warehouse. No proprietary black box you lose access to when the engagement ends.
Plain-Language Reporting
Every dashboard ships with narrative: what moved, why, and what to do about it. If a metric cannot change a decision, it does not make the executive view.
Privacy-Proof Design
Consent mode, first-party data collection, and modelled conversions are built in from day one, so your measurement survives the next round of privacy changes.
Documentation Included
Event taxonomies, model logic, and dashboard definitions are documented and handed over. Your team can operate and extend everything we build.
Frequently Asked Questions
What teams ask before a measurement engagement.
Our platform numbers never match GA4. Can you fix that?
We can explain it and reconcile it, which matters more than forcing a match. Platforms and GA4 measure differently by design: attribution windows, view-through counting, and modelled conversions all differ. We build a reconciliation layer that shows platform-claimed, analytics-observed, and modelled numbers side by side, so every stakeholder reads from the same page.
Do we need multi-touch attribution or is GA4 enough?
It depends on channel count. Running one or two channels, GA4 with clean UTM governance answers most questions. Running four or more channels with meaningful budget, last-click reporting will systematically misallocate credit, and multi-touch modelling typically pays for itself in the first budget reallocation.
What tools do you work with?
GA4 and BigQuery as the analytical spine; Mixpanel or Amplitude for product analytics; Google Tag Manager including server-side; Looker Studio, Metabase, or Power BI for dashboards; and Triple Whale or Northbeam for DTC brands already invested there. We fit your stack rather than forcing ours.
How long does a full measurement setup take?
A tracking audit and fix runs 2 to 3 weeks. A working executive dashboard typically lands within 14 days on standard stacks. Multi-touch attribution needs 6 to 8 weeks of clean data collection before the model output is trustworthy, so we sequence it after the foundation work.
Can you work alongside our internal data team?
Yes, and it usually works best that way. We handle the marketing-specific layer: event design, attribution logic, and channel measurement, while your data team owns the warehouse. Everything we build is documented and lives in your infrastructure, so handoffs are clean.
Start Today
Stop reallocating budget
on numbers you don't trust.
Get a free measurement audit: we will map your tracking gaps and show you where platform numbers are misleading your decisions.
Get a Measurement Audit