Multichannel Attribution: When Every Click Matters

Multichannel Attribution дозволяє бачити маркетинг не як набір каналів, а як єдину екосистему. Ми допомагаємо клієнтам зрозуміти, яким чином користувач рухається до конверсії і які комбінації каналів працюють найкраще. Це дозволяє не просто оптимізувати трафік, а керувати шляхом користувача на основі даних.

Most reports assign 100% of the credit to the final touchpoint. But real buying journeys don’t work that way. A person might see a Facebook ad, come back later via an email campaign, then return directly, and only then submit a request.

That’s why we created the Multichannel Attribution Report — a report that shows the full chain of interactions between a user and your brand.

What This Report Covers

Each row in the report represents a unique user journey, which might look like this:

• fb / cpc → secure.wayforpay.com / referral;
• email / trigger → secure.wayforpay.com / referral.

Instead of showing only the last click, we reconstruct the full touchpoint story: how a user first discovered your brand, how they returned over time, and which channels and platforms influenced their decision.

Why It Matters

• Measure the true effectiveness of channels. Traditional attribution often undervalues email or social because they aren’t the “last step.” Our approach makes it clear that Facebook ads may start the first touch, a SendPulse email brings the user back, and the final conversion happens via a WayForPay referral.
• Find cross-channel synergy. For example, the path fb / cpc → secure.wayforpay.com / referral might be the most common, while email / trigger → referral could be the most effective at turning users into paying customers. You won’t get insights like that from standard GA4 dashboards.
• Go deeper than “source/medium.” The report can be broken down to the campaign level to understand which of them generate the most valuable journeys.

What Do You Need to Get Started?

The data comes from BigQuery, where raw GA4 events are stored. We rebuild user journeys (user_path) based on sequences of attribution details (source / medium / campaign) and key events (session_start, page_view, form_submit). Each journey is calculated via an SQL query that stitches sessions together per user, sorts them chronologically, and forms a chain of channels leading up to the conversion.

The result is clean, structured analytics that can be visualized in Looker Studio or Power BI.

Who Will Benefit from the Multichannel Attribution Report

• Marketers who want to understand how channels actually work together.
• Media buyers who plan budgets and need to see where ads truly influence decisions.
• Business owners who would like to see the full path to purchase instead of a single “source.”
• Analysts who build attribution models on their own data rather than rely on Google’s black boxes.

Example Insight

We found that 78% of users who completed a payment went through secure.wayforpay.com / referral, but most of them first arrived via Facebook or email campaigns. This shows that Facebook’s real value isn’t in the last click; it’s in the first touchpoint that starts the customer journey.

Multichannel Attribution helps you see marketing not as a set of separate channels, but as a single ecosystem. We help clients understand how users move toward conversion and which channel combinations perform best. That way, you’re not just optimizing traffic; you’re managing the user journey with data.