Stop debating which channel drove the sale.
Your team has more attribution data than ever — platform reporting, GA4, third-party tools, post-purchase surveys — and less confidence in how to spend. The problem isn't more data. It's trusted data.
The Problem
The attribution confidence paradox
The typical ecommerce brand now tracks attribution through platform reporting (Meta, Google, TikTok), GA4, at least one third-party MTA vendor, and post-purchase surveys. Each shows different numbers. Each has its own methodology. Each claims credit for the same revenue. Reconciling them is nearly impossible.
Meanwhile, the real decisions get stuck. Is branded search actually driving demand, or just capturing it? Are repetitive ads in a single session inflating your Meta ROAS? When the board asks "what's our true CAC?", the team scrambles to build a defensible answer from conflicting sources.
The instinct is to buy *another* attribution tool — a better black box. But adding another pixel doesn't resolve the core problem. The issue isn't attribution coverage. It's attribution trust.
Market Landscape
What most brands try first
Platform reporting (Meta, Google, TikTok)
Self-reported and often overlapping. They're designed to make the platform look good, leading to double-counting and an inability to reconcile against your actual bank-verified revenue.
Last-click / GA4
Simple but structurally misleading. Branded search and email often get credit for demand that Meta or influencers created weeks earlier. It ignores the complex, multi-touch reality of how your customers actually buy.
Black-box MTA vendors
Sophisticated models, but zero transparency. You can't see the math, verify the joins, or customize the logic to your business. If the numbers look wrong, you have no way to investigate the root cause.
Post-purchase surveys
Valuable directional signal for hard-to-track channels (podcasts, word of mouth). But they lack granularity — they can't tell you which specific ad creative or landing page drove the purchase.
The Solution
Attribution built on data you already have — with total transparency.
SourceMedium's MTA system aggregates the first-party data you already collect — GA4 events, server-side CAPI data (Elevar, Blotout), and Shopify orders — into one unified stream. We apply 'Highest Quality Journey Selection,' picking the most reliable tracking source for every single purchase.
Our model offers an industry-leading 120-day lookback window, ensuring you capture long-tail conversions. We move beyond simple revenue to attribute based on net revenue or profit, giving you a true picture of marketing efficiency.
Every assumption — identity resolution, session-based deduplication, and channel definitions — is auditable in BigQuery. You're not locked into one model. Compare first-touch, last-touch, and deduplicated linear models side-by-side to understand the full customer journey.
Aggregation, not addition
Uses your existing GA4, CAPI (Elevar/Blotout), and Shopify data. No new pixels. No site speed impact.
120-day lookback window
Capture the full journey from initial discovery to final purchase, even for slow-converting products.
Session-based deduplication
Linear attribution that intelligently ignores repetitive clicks in a single session to prevent over-crediting.
Profit-based attribution
Go beyond top-line revenue. Attribute based on gross margin or net profit for true efficiency metrics.
Full BigQuery transparency
Direct access to the underlying journey data. Audit every touchpoint and build custom ML models on your data.
Dimensions: Ads & Landing Pages
Not just channels. Break down performance by specific ad creatives and landing page paths.
Implementation
Live in two weeks, not two quarters.
Week 1: Connectivity
Data sources connected. 'Highest Quality Journey Selection' logic applied across GA4, Elevar, and Shopify. Reconciliation run against your bank-verified revenue.
Week 2: Insights
Attribution dashboards live. Compare First, Last, and Linear models side-by-side. SQL-backed answers available via AI Analyst in Slack.
“Best-in-class attribution, excellent team, and the customer experience is beyond anything I've experienced with a SaaS product. We've surfaced new, actionable insights about our business using the SourceMedium platform.”
Dir. of Performance Marketing, LMNT
LMNT scaled from low 8-figures to high 9-figures with SourceMedium — and they're still on the platform.
Why SourceMedium?
What makes us different
Highest Quality Journey Selection
Most tools rely on one pixel. We analyze GA4, Elevar, Blotout, and Shopify for every purchase and select the journey with the highest data quality and integrity. You get the best of all worlds.
Transparancy as a feature
70% attribution you can verify beats 100% modeled data you can't. Your attribution data lives in BigQuery with dedicated capacity. Audit any touchpoint, any credit assignment, any join.
Net Revenue & Profit focus
Ad platforms don't understand your margins. We do. Our models attribute based on actual profitability, helping you spend where it actually impacts your bottom line, not just top-line revenue.
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