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Measurement and attribution

Multi-touch attribution and clean tracking that tie every channel back to real revenue.

Donut Analytics sets up the tracking, attribution and data pipelines that tie every marketing channel back to real revenue. We work in Google Analytics, Google Tag Manager and BigQuery, and add a media mix model when the ad platforms can't see the sale.

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What’s included

What we set up

  • Clean tracking

    Google Tag Manager and Google Analytics set up so the numbers mean what they say, with UTM-tagged links on every campaign.

  • Multi-touch attribution

    Credit spread across the channels a customer touched, not just the last click.

  • Data pipelines on BigQuery

    Ad, analytics and sales data in one place, ready for reporting and modeling.

  • Models for what tracking can't see

    When most sales happen in stores or offline, a media mix model measures advertising against all sales.

  • Reporting people actually read

    Live dashboards that turn scattered data into one clear view of ROI.

Tools we use for this

How we use each tool

Why platform numbers aren't enough

  1. 01

    Platforms grade their own homework

    For one retailer, ad partners' own reports claimed returns that looked too good to be true.

  2. 02

    Store sales are invisible to clicks

    Ad platforms can only estimate store visits, and none of them can say which sales would have happened anyway.

  3. 03

    So we measure against real revenue

    Clean tracking where clicks tell the story, and a model against all sales where they don't.

Proof

From our results

Real client work, kept anonymous. Each number links to how it was measured.

FAQ

Questions about measurement and attribution

What is marketing attribution?
Attribution is how you give credit for a sale to the marketing that led to it. Multi-touch attribution spreads that credit across every channel a customer touched, not only the last click.
Which tools do you use for measurement?
Google Analytics, Google Tag Manager, BigQuery and Data Studio (formerly Looker Studio), plus Google's open-source Meridian for media mix modeling.
What if most of our sales happen offline?
Then click-based attribution misses most of the story. We build a media mix model that measures advertising against all sales, in store and online, as we did for a Florida retailer that makes most of its sales in stores.

Guides: Incrementality vs. attribution: what's the difference?How to measure marketing when most sales happen in stores FAQ

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Know what's working.

Tell us what you’re working on. We’ll build a measurement-first plan for your brand. Email hello@donutanalytics.com or call (407) 394-9720.

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