Integration
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 what each channel caused next to last-click, with a data-health score and a next step for every channel, in 1–2 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 the long consideration cycles common in DTC
How Causality Engine reads GA4 differently
- Causal inference on the natural variation in your GA4 data (paused channels, spend changes, promotions)
- What each channel caused, once Direct is split back to the channels that sent those buyers
- A data-health score from 0 to 100 on every channel: under 90, move budget in steps
- Works from one standard GA4 export: the Attribution paths report, as a CSV
- Independent of GA4's attribution model selection: you get a causal answer regardless
How to set up Google Analytics 4 attribution
Export your GA4 data
Export 12 months or more of GA4 data. Longer reads better. The Attribution paths report is a built-in CSV download.
Upload the file
Drag the CSV in. No tag to install, no account access to grant.
Get a causal read
What each channel caused, next to last-click, in 1–2 minutes.
Terms on this page: Google Analytics, UTM parameters, Google Tag Manager.
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 does the causal read differ 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 each channel with what it caused.Can I run causal attribution on historical GA4 data?
Yes. That is the native mode. Causal attribution runs on your GA4 history, so money you have already spent is measurable today.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.
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.
The free finding runs in your browser. Your file never leaves it. The full read is €99, refundable within 30 days, no questions asked. Prices exclude VAT.