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Is Google creating demand?
Or collecting it?

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

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One path, illustrated
  1. Discovers the product on InstagramLast-click credit: 0%
  2. Reads the reviews on GoogleLast-click credit: 0%
  3. Signs up for the newsletterLast-click credit: 0%
  4. Clicks a branded search ad and buysLast-click credit: 100%

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

Why wellness attribution breaks. One sale, two platforms, two claims.

A buyer sees your product on Instagram, looks it up, reads the reviews and buys through a branded search ad. Google's report counts the sale. Meta's report counts it too. You paid both, and the platforms' totals add up to more than you sold.

Neither report can tell you what would have happened without its channel. That is the only number that settles which budget is working.

  • Both platforms claim it

    Each ad platform credits itself under its own rules, so the same purchase can appear in Meta's report and in Google's. Together their totals can exceed your actual revenue.

  • Trust takes more than one touch

    Wellness buyers look for reassurance before they buy: reviews, a recommendation, an expert's view. The path runs through several channels, and last-click keeps only the last one.

  • Word of mouth has no pixel

    A podcast mention or a friend's recommendation reaches GA4 as direct or branded search, if at all. Tag what you can with UTMs, so GA4 records it as its own source.

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. Google Ads reports €30,000 in sales from €10,000 of spend. Meta reports €24,000 from €8,000. Your store took €40,000 over the same weeks.
  2. The platforms claim €54,000 of your €40,000. At least €14,000 is counted twice.
  3. The causal read shares the same €40,000 out across your channels by what each one caused, so the parts add up to what you actually sold.

Both reports cannot be right. A causal read gives one set of numbers that adds up, with a data-health score on each channel.

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

What it answers for wellness brands

  • Is Google Ads creating wellness demand, or collecting what Instagram and word of mouth created?
  • Which channels caused the sales last-click hands them?
  • Where does the next euro do more: discovery or capture?

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

Wellness attribution, question by question.

  • Does this work for subscription wellness 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.
  • Can it track podcast and influencer impact?
    As far as GA4 can see it. Tag podcast and creator links with UTMs and GA4 records that traffic as its own source, which the causal read then includes. Untagged, it lands in direct, organic or branded search, and no attribution tool can name it.
  • Why do Google and Meta both claim the same sales?
    Because each platform reports on its own rules and cannot see the other's touches. A buyer who saw your Instagram ad and later clicked a branded search ad is a conversion in both reports. A causal read works from your GA4 export instead and shares your actual revenue out across channels by what each one caused, so no sale is counted twice.
  • What data do I need?
    A GA4 export. No pixel, no code, no access grants, and no Klaviyo or email platform connection. Setup takes about 2 minutes. The €99 read runs on whatever GA4 history you export (12 months or more reads best); Pro ingests GA4 automatically.
  • How long until I see results?
    1–2 minutes after upload. The read uses the GA4 history you already have, so there is no tracking period to wait out before the first answer.

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.