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Trust starts on a podcast.
Google takes the credit.

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

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Full refund within 30 days, no questions asked. You keep the read. Prices exclude VAT.
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One path, illustrated
  1. Hears the brand on a podcastLast-click credit: 0%
  2. Watches a YouTube reviewLast-click credit: 0%
  3. Reads up on the ingredientsLast-click credit: 0%
  4. Searches the brand on Google and buysLast-click credit: 100%

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

Why supplements attribution breaks. Search catches demand it did not create.

Supplements are researched before they are bought: the ingredients, the reviews, a recommendation from someone the buyer trusts. Most of that leaves no click. The search ad at the end does, so last-click hands it the sale.

That makes Google Ads look like your engine and the trust-building work look like a cost. Cut the trust on that evidence and search has less demand to catch.

  • Trust leaves no click

    A podcast mention, a review video or an ingredient page builds the case for buying. None of it is the last click, so none of it gets the credit.

  • Search catches, and gets paid

    Branded search and Shopping ads sit where buyers land once they have decided. Some of those sales need the ad; some would come through organic results or direct anyway. The read estimates which.

  • The reorder hides the first cause

    Repeat orders come back through email or direct and are credited there, so the channel that won the first order looks worth less than it is.

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. Branded search costs €12,000 a month. Last-click credits it with €48,000 in sales: 4.0x, the best line on the report.
  2. Pause it and total sales fall by only €9,000 a month, because most of those buyers were searching for you anyway and arrive through the organic result instead.
  3. So branded search caused €9,000 on €12,000 of spend: 0.75x.

Last-click said scale it. The counterfactual says it mostly collects sales you already had. The read works in both directions and puts a data-health score on every channel.

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

What it answers for supplements brands

  • Does paid search cause the sales it closes, or catch buyers organic search would have brought in anyway?
  • Are YouTube, creators and Meta building demand that search later catches?
  • Which channels are worth more than last-click says, and which are worth less?

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.

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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

Supplements attribution, question by question.

  • Is Google Ads creating demand for my supplements brand, or catching it?
    Usually some of each, in proportions last-click cannot see. Search sits where buyers land after a podcast, a review or a recommendation has convinced them, so last-click hands it every one of those sales. A causal read estimates what sales would have been without the Google Ads spend. The difference is what the ads caused; the rest would have arrived anyway, through the organic result or direct.
  • How do I know if cutting podcast sponsorships will hurt my supplements sales?
    Tag the podcast traffic first. With a UTM link, GA4 records podcast visits as their own source instead of folding them into direct, organic and branded search, and the causal read includes them. Untagged, a podcast's effect shows up only as more direct and branded-search sales, and no attribution tool can name the podcast as the cause.
  • What is the difference between correlation and causality in supplements marketing attribution?
    Correlation is what last-click measures: the search ad was present at the sale, so it gets the credit. Causality asks whether the sale would have happened without that ad. A buyer who heard about you on a podcast and then searched your name may well have bought anyway; causal attribution estimates how much of that is true, per channel, next to what last-click gave each one.
  • Can I see which channels drive sales for my Shopify supplements brand with GA4 data?
    Yes. The read runs on a GA4 export, so it works for a Shopify supplements 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 supplements 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.
  • Does it work for subscription supplements brands?
    Yes, on the sales your GA4 export records. The read estimates what each channel caused in the revenue over the export window, repeat orders included. Pro keeps the same model running on fresh data every month, so you can see whether a channel's effect holds up over time.

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.