Resource library
Attribution guides for cleaner reporting.
Attribution is the part of marketing where the spreadsheet is mostly opinion. Pieces here are about what the click data really tells you, where it lies, and what to do when GA4 disagrees with the ad platform.
Meta Ads attribution vs GA4: why the numbers never match and which one to trust
Meta says 1,000 clicks, GA4 says 600 sessions. The gap is structural. Why it exists, which platform to trust, and how to read both side by side.
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GA4 attribution models compared: which one matches how you actually run campaigns
Last-click, first-click, position-based, and data-driven attribution. Each tells a different story. Which one to use for which decision.
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Why your UTM data is messy (and the half-dozen specific things to fix)
GA4 disagrees with your ad platform. Sessions are missing. Channels show up as Other. The six common causes of attribution failure and the diagnostic for each.
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How to set up UTM tracking in GA4 (with the settings that actually matter)
GA4 reads UTM parameters automatically. Whether your data is legible depends on session timeout, cross-domain measurement, and channel grouping.
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