Beneath AnalyticseCommerce
Attribution rebuild for a €15M eCommerce brand.
A €15M eCommerce retailer was optimising spend with last-click attribution across Google, Meta, TikTok, and affiliates: a model that ignored most of the journey. Beneath Analytics rebuilt the stack with server-side GA4 and a BigQuery attribution model, finding €180K of misallocated spend in month one and improving accuracy 3.4×.
eCommerce retailer, €15M GMV
What was going wrong.
The company was running paid campaigns across Google, Meta, TikTok, and affiliate networks. Attribution was last-click only. The marketing team was optimising spend based on a model that ignored 60% of the customer journey, and had no idea which channels were actually profitable.
How we built it.
Steps in delivery order, each one depends on the one before it.
GA4 implementation with server-side tagging through a Google Tag Manager server container, restoring signal lost to ad blockers and browser privacy limits.
Custom attribution model built in BigQuery using full path-to-purchase data rather than a single last touchpoint.
Unified Looker Studio dashboard consolidating spend, sessions, and revenue by channel for marketing and finance.
Weekly automated report delivered to both teams, replacing manual exports and end-of-month arguments about the numbers.
What changed.
Every metric measured against the baseline we inherited, reported the same way we report to clients.
3.4×
Attribution accuracy: improvement over last-click
€180K
Misallocated spend found: identified in month one
23% reduction
Customer acquisition cost: over six months
8 weeks
Delivery time
The solutions this ran on.
Each of these engagements drew on the solutions below. Their pages set out the capabilities, platforms, and outcomes you can expect.
- Tracking & Analytics
Analytics & Business Intelligence
Analytics and business intelligence means Beneath Analytics turns your tracked data into decisions: attribution modelling, predictive models, and dashboards built around the questions your team actually asks and adopted by the people who use them.
View solution - Tracking & Analytics
Analytics Implementation
Analytics implementation is the full measurement stack, done correctly: GA4 with server-side tagging, event and data-layer design, BigQuery as the single source of truth, and dashboards your team trusts. Tracking stays accurate through ad blockers and privacy changes, and every event is documented and tested before it goes live.
View solution - Tracking & Analytics
Marketing Measurement
Marketing measurement gives you one trustworthy view of performance across every platform: Meta CAPI, TikTok Pixel, consent-based tracking, clickstream events, and cross-platform attribution, plus Mixpanel product analytics where the product is the funnel. Conversion tracking is verified end to end, so spend decisions rest on data you can defend.
View solution
Common questions.
Attribution accuracy improved 3.4× against the previous last-click model. The new model uses full path-to-purchase data in BigQuery, so credit is split across the channels that actually contributed instead of landing entirely on the final click.
€180K of ad spend was going to channels the last-click model had over-credited. It surfaced in the first month of the new attribution model, and correcting the allocation contributed to a 23% reduction in customer acquisition cost over six months.
Eight weeks from start to delivery. That covered server-side tagging, the BigQuery attribution model, the Looker Studio dashboard, and the weekly automated report. Three to six months of clean data are then needed before the model output is fully trustworthy.
Google, Meta, TikTok, and affiliate networks. All four reported into one Looker Studio dashboard with spend, sessions, and revenue by channel, so marketing and finance worked from the same numbers instead of separate platform reports.
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