12 · Analytics & Attribution

Analytics & attribution agency know which dollar worked — without worshipping last click.

If you cannot see revenue, you cannot run a desk. We implement tracking, CRM joins, and decision-grade reporting so channel debates end in numbers. Models are tools. Vanity dashboards are not.

Trusted numbers. Faster budget calls. Fewer platform lies.

GA4 + GTMServer-side / CAPICRM joinsIncrementality

P&L desk
Reply in one business day
30-min working session

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Desk fact

Pipes

Events, UTMs, consent, CRM IDs that actually join.

Desk fact

Model

Leadership agrees what they will trust: blended, incrementality, or both.

Desk fact

Weekly

Budget moves from the dashboard — not from a hunch.

Direct answer

What is marketing attribution?

A marketing analytics and attribution agency implements tracking, CRM joins, and reporting so channel debates end in numbers. SpikeROAS builds GA4, GTM, server-side, enhanced conversions, and executive dashboards that match the P&L — models as tools, vanity dashboards as not.

iOS and cookies broke user-level fairy tales. We plan for first-party, server-side, and modeled conversions. Anyone promising perfect identity in 2026 is selling comfort. We would rather have one view a CFO and CMO can share than a 40-page PDF nobody believes.

Related: performance marketing, lead generation, SEO, and GEO.

Fit

Who this measurement desk is for

Operators who have been gaslit by platform ROAS and want a finance-literate view.

Multi-channel spenders

Search + social + email all claim the same order. You need a grown-up model.

Lead-gen with long cycles

Offline conversion import is the whole game. Pixel-only is fiction.

Leadership teams

Board packet and agency report should be the same document. That is the job.

Who we will not take

A 'custom MMM' theater on $8k/month spend. The math cannot learn.
Black-box attribution SaaS we resell. We implement on your stack.
Teams that will not share finance numbers. Then we cannot match the P&L.

The leak

Why nobody trusts the dashboard

Platform ROAS as religion

Each channel is a hero in its own UI. Blended payback is the adult metric.

Broken pipes

Duplicate pixels, missing UTMs, consent mode surprises, CRM IDs that never join.

Last-click theater

Branded search 'wins.' Prospecting looks useless. Then you cut the thing that actually created demand.

40-page PDFs

Nobody reads them. A weekly decision memo beats an encyclopedia.

On the desk

What we implement

Pipes first. Model second. Operating cadence third.

GA4, GTM, server-side

Event taxonomy that matches how you sell. Not 200 random events named by an intern.

Enhanced conversions & CAPI

Restore signal the browser no longer gives you. Shopify, custom, or GTM SS — we pick the path that ships.

CRM & offline import

SQLs and revenue back to Google and Meta so bidding is not optimizing to junk.

Incrementality design

Geo-holdouts or channel holdouts when spend is large enough. MMM when the dataset can bear it.

Executive dashboard

Looker, HubSpot, GA4, BigQuery — your stack. One view. Anomaly alerts when something bleeds overnight.

Decision memo

Monthly, short. What to kill, hold, scale. Not a novel.

The work

What we actually do

GA4, GTM, server-side, and enhanced conversions
CRM and offline conversion import
Media mix and incrementality design
Executive dashboards that match the P&L
Anomaly alerts when something bleeds overnight

Deliverables

You leave with

Tracking and taxonomy audit
Source-of-truth dashboard
Offline conversion pipeline
Monthly decision memo, not a 40-page PDF

Ready to brief the Analytics & Attribution desk?

We will tell you which number is lying — and how to fix the pipes.

Schedule a call

Cadence

How the work runs

Fix the pipes

Events, UTMs, consent, and CRM IDs that actually join.

Agree the model

What leadership will trust: blended, incrementality, or both.

Operate weekly

Budget moves from the dashboard — not from a hunch.

First 90 days

First 90 days of measurement

Days 1–21

Fix the pipes

Audit events, UTMs, consent, pixels, CRM IDs. A prioritized fix list with revenue impact.

Days 22–50

Agree the model

What leadership will trust. Implement enhanced conversions and offline import.

Days 51–90

Operate weekly

Dashboard live. Budget moves from it. Incrementality designed if spend earns it.

Ongoing

Keep it honest

Platforms change. Tracking decays. This desk does not go to sleep.

The fork

Measurement: SpikeROAS vs a BI vendor vs in-house

Decision-grade beats pretty. Your stack, not a lock-in.

Factor	SpikeROAS	Typical agency	In-house
Stack	Yours — GA4, HubSpot, Looker, BigQuery	Their black-box login	A Looker nobody updates
Last-click	Input, not religion	The whole story	Default GA4
CRM	Offline import as a week-two job	Phase 2 forever	Salesforce report vs ads, unjoined
Output	Weekly memo + alerts	Dashboard wallpaper	Quarterly board scramble

Pricing philosophy

No fake menu. An honest gate.

Measurement is scoped as an implementation sprint plus a light operating retainer. We do not sell a platform. If spend cannot fund incrementality, we will not fake MMM.

You keep the dashboards if we leave.
Engineering time is sometimes required. We will say that up front.
CFO and CMO should both be in the model conversation.

The call

What happens in 30 minutes

What leadership currently believes, and what they do not trust.
We will tell you pipes, model, or both — and what is too small to over-instrument.

Schedule a call

Proof we will publish

Case studies live here — with numbers, not adjectives.

Named analytics & attribution work is going on Work as we can show it. Until then, ask on the call for the scoreboard in your category. We will not invent logos or fake ROAS.

Your ad accounts stay in your name
Weekly kill / hold / scale memo
A 30-minute working session, not a pitch deck

Schedule a call See current work

FAQ

Questions we get about Analytics & Attribution

Do you sell a platform?

No. We implement on your stack — Looker, HubSpot, GA4, BigQuery. We are not locking you into a black box you cannot export.

What about iOS and cookies?

We plan for it: first-party, server-side, and modeled conversions. Anyone promising perfect user-level truth in 2026 is selling comfort.

Last-click or data-driven?

Both as inputs. Last-click is useful for harvesting. It is a terrible way to fund prospecting. We agree a blended or incrementality view with leadership.

Can you import offline conversions?

Yes — Google and Meta, from CRM, when the IDs join. That is often the highest-leverage measurement job in lead gen.

Do we need MMM?

Only if spend and history can teach the model. Tiny accounts get better pipes and blended CAC, not a fake econometric theater.

How is this different from your performance desk?

Performance runs the money. Analytics makes the scoreboard trustworthy. Most retainers need both; some companies only need the pipes fixed.

Usually paired with

Other desks on the same P&L

Performance Marketing

Full-funnel paid that scales only when unit economics hold.

Lead Generation

Sales-accepted conversations. Not a CPL screenshot.

SEO

Search that compounds. Rankings that close.

AI + GEO

Get cited in ChatGPT, Gemini, Perplexity, and AI Overviews.

Industries

Where this service actually runs

Franchise & Multi-location

Next step

If the board packet and the agency report disagree, call us.

We will tell you which number is lying — and how to fix the pipes.

Schedule a call Request the brief