Skip to content

Skincare gets researched.
Last-click sees one click.

For skincare brands on GA4, on any store platform. Upload your GA4 export and see what Instagram, search, Meta and every other channel caused, next to what last-click gave it, in 1–2 minutes.

Get your first finding free

Full refund within 30 days, no questions asked. You keep the read. Prices exclude VAT.
Or book a 30-min call.

One path, illustrated
  1. Sees an ingredient Reel on InstagramLast-click credit: 0%
  2. Watches routine videos on TikTokLast-click credit: 0%
  3. Searches for reviews on GoogleLast-click credit: 0%
  4. Clicks a Meta retargeting ad and buysLast-click credit: 100%

Last-click pays the final step and nothing else. The causal read asks what each step caused.

Why skincare attribution breaks. The research happens long before the click.

Skincare buyers compare ingredients, read reviews and watch routines before they commit. The channels that do that persuading rarely take the last click. The retargeting ad at the end does, and last-click hands it the sale.

So education and discovery look like cost centres and retargeting looks like the engine. Cut the education on that evidence and there is less research for retargeting to finish.

  • Education leaves no click

    An ingredient explainer, a routine video or a dermatologist's post persuades without being clicked. Last-click gives it nothing.

  • Expert voices are invisible

    Recommendations from dermatologists, estheticians and reviewers shape the purchase, and pixel tracking sees none of it. Only an estimate of what sales would have been without the spend can price it.

  • Retargeting finishes the research

    Retargeting reaches people who have already done the work. Some needed the nudge; some were coming back anyway. The read estimates the difference.

The causal read asks a different question. What would sales have been without it?

Last-click asks who touched the sale last. The causal read estimates, from the GA4 history you already have, what sales would have been without each channel: incremental sales are sales with the channel minus sales without it.

The math, as an illustration:

  1. Instagram costs €10,000 a month. Last-click credits it with €9,000 in sales: 0.9x, below break-even on the report.
  2. Switch it off and total sales fall by €22,000 a month, because the searches and retargeting clicks it started stop too.
  3. So Instagram caused €22,000 on €10,000 of spend: 2.2x.

Last-click said it loses money. The counterfactual says it is one of your best channels. When a channel's sales would have come anyway, the read says that instead.

Illustrative round numbers, not a customer result. Your own read shows your channels.

What it answers for skincare brands

  • Is social causing sales, or reaching people who would buy anyway?
  • Which channels finish purchases that other channels started?
  • Which channels deserve the budget for the next launch?

Every channel gets a data-health score from 0 to 100 and a next step. A channel under 1% of credit on both methods is called too small to act on, not guessed at. How the read works.

This is what €99 buys. Your read, channel by channel.

Direct split back to the channels that sent those buyers. Last-click next to the engine. A data-health score and a next step for every channel.

31%

of last-click credit sat on Direct.

Direct is not a channel. The read splits it back.

Illustrative sample

Where Direct’s credit goes: Organic Search +9, Email +8, Paid Search +6, Paid Social +4, Cross-network +4

Last-click, Direct left outEngine, after the splitData health, 0 to 100
  1. Paid SearchAgrees
    Last-click, Direct left out: 34%
    Engine, after the split: 31%

    Data health 96

    Within 25% of last-click. Hold.

  2. Paid SocialEngine lower
    Last-click, Direct left out: 22%
    Engine, after the split: 14%

    Data health 93

    Cut spend a little in one region. Compare revenue after 14 days.

  3. Organic SearchAgrees
    Last-click, Direct left out: 18%
    Engine, after the split: 21%

    Data health 97

    Within 25% of last-click. Hold.

  4. EmailEngine higher
    Last-click, Direct left out: 11%
    Engine, after the split: 19%

    Data health 91

    Put a little more effort here. Judge it after 21 days.

  5. Cross-networkEngine higher
    Last-click, Direct left out: 9%
    Engine, after the split: 12.4%

    Data health 81

    Raise spend a little in one region. Compare revenue after 21 days. Data health under 90: move in steps.

  6. UnassignedFix tagging
    Last-click, Direct left out: 5.4%
    Engine, after the split: 2.1%

    Data health n/a

    No tracked source. Tag every link with a UTM source and medium, then run a new read.

  7. ReferralToo small
    Last-click, Direct left out: 0.6%
    Engine, after the split: 0.5%

    Data health 88

    Under 1% on both methods. Too small to act on.

Round numbers for illustration, not a customer’s read. Your read shows your own channels from your GA4 export, with your common paths to purchase and receipts that check every number against the file.

Get your first finding free

Named results. Published with each brand's sign-off.

Three Dutch fashion brands so far. The read works the same way on any GA4 export, whatever you sell.

Read all five case studies

Skincare attribution, question by question.

  • Why does Instagram show a lower ROAS than Meta retargeting for my skincare brand?
    Because Instagram often starts the research and retargeting finishes it, and last-click gives the whole sale to the ad that got the final click. A causal read estimates what sales would have been without Instagram: sales with the channel minus sales without it. That is the number to compare the two on, next to what last-click gave each.
  • How do I know if cutting Instagram will hurt my skincare sales or save money?
    Run a causal read before you cut. It estimates what each channel caused from your GA4 history, so you see whether Instagram starts research that search and retargeting finish later, or collects credit for sales that would happen anyway. Every channel gets a data-health score from 0 to 100, and a channel under 1% on both methods is called too small to act on, not guessed at.
  • What is the difference between correlation and causality in skincare marketing attribution?
    Correlation is what last-click measures: the retargeting ad was there at the sale, so it gets the credit. Causality is whether the sale would have happened without it. An ingredient Reel can start many purchases and close none; causal attribution credits it with the sales it caused, not the clicks it got.
  • Can I see which channels drive sales for my Shopify skincare brand with GA4 data?
    Yes. The read runs on a GA4 export, so it works for a Shopify skincare brand and for any other store platform GA4 tracks. Upload a GA4 export (12 months or more reads best) and get a per-channel causal read in 1–2 minutes. No app to install, no pixel, no code.
  • How much does attribution analysis cost for my Shopify skincare brand?
    €99 once for a causal read on a GA4 export, refundable within 30 days, no questions asked. Pro is €299 a month, billed monthly, cancel any time, with automated GA4 ingestion and a lifetime look-back. Prices exclude VAT.

Keep reading. The terms and comparisons behind this page.

New to the method? Start with causal attribution or why last-click misleads.

Your platforms guess.
We run the math.

Upload a GA4 export and see what each channel caused, next to last-click, in 1–2 minutes. The read is yours to keep.

Get your first finding free

Free, in your browser: your file is not uploaded. The full read is €99, refundable within 30 days. Prices exclude VAT.
Or book a 30-min call.