GA4 Attribution Done Right (Causal, Not Last-Click)
GA4's data-driven and last-click models still divide credit for conversions that already happened. They never ask whether a conversion was incremental. Causality Engine runs causal attribution on your GA4 export and returns incremental ROAS with confidence intervals in 5–10 minutes. GA4 is excellent measurement plumbing. We are the budget referee.
Why GA4 attribution rules cannot answer the budget question
- GA4's data-driven model assigns credit using machine learning, but it cannot observe the counterfactual
- Last-click models give 100% credit to the final touchpoint regardless of whether earlier channels created demand
- Position-based, linear, and time-decay models divide credit by rules you did not derive from data
- GA4 reports correlation: which paths preceded conversions. Not causation: which channels caused them
- Lookback windows truncate long consideration cycles common in DTC (14-30 days for beauty, 7-day fashion)
How Causality Engine reads GA4 differently
- Causal inference on the natural variation in your GA4 data (paused channels, spend changes, promotions)
- Incremental ROAS per channel: what would have sold without each channel
- Confidence intervals so you can size decisions correctly
- Works with standard GA4 exports (acquisition by channel, by source/medium)
- Independent of GA4's attribution model selection - you get a causal answer regardless
GA4 CSV upload
Export your GA4 data
Standard GA4 acquisition export, 40–90 days. Built-in CSV download.
Add Shopify orders
Standard Shopify orders CSV. Drag both files in.
Get a causal read
Incremental ROAS per channel with confidence intervals in 5–10 minutes.
Frequently asked questions
Does Causality Engine need access to my GA4 account?
No. We work from your standard GA4 export. You do not have to grant any account-level permissions or install any tag.
Why is my causal ROAS different from GA4's data-driven attribution?
GA4's data-driven attribution uses machine learning to divide credit for conversions that already happened. Causal attribution estimates the counterfactual - what would have happened without each channel - and credits only the incremental conversions.
Can I run causal attribution on historical GA4 data?
Yes. That is the native mode. Causal attribution runs on your GA4 history, so the quarter you already ran is fully measurable.
Does GA4's consent mode affect the analysis?
Causal attribution runs on aggregate channel-level data, so consent-mode gaps that affect user-level tracking do not bias the channel-level causal estimate the way they bias pixel-based attribution.
Real reports on ga4
See attribution reports from brands on ga4.
Anonymised reports from Ecommerce brands running their attribution on ga4. Per-channel incremental ROAS with confidence intervals.
Browse all ga4 reports →Last-click guesses.We run the math.
Causal attribution for ecommerce brands. Watch the model work on a sample store first, then upload your GA4 export and see which channels really drove revenue in 5–10 minutes. €99, pay-per-use. Pro at €299/mo when you want it continuous.
No signup for the demo. Book a 20-min call or compare plans.