Intelligence
Intelligence
Attribution
Which channels really drive the conversion.
Platform-reported and first-party tracked revenue side by side for the same window, five attribution models compared on one dataset, and full customer journeys from first ad click to conversion.
Already a customer? Open Attribution in your workspace
- 5 models
- First click, last click, linear, position based and data driven compared
- Side by side
- Platform-reported and tracked revenue for the same window
- Journey level
- Every conversion stitched back to the touches behind it
- Settle the ad platform versus tracked revenue argument with evidence.
- See which channels introduce customers and which ones close them.
- Stop paying two platforms for the same conversion.
- Fix tracking gaps before they distort the numbers.
Platform-reported and tracked revenue, side by side
What each ad platform claims sits next to what Hookology's own tracking snippet actually saw, for the same window. The gap between them is explained rather than hidden: where a difference comes from view-through counting, duplicate events or untagged links, Hookology names the cause and links to the fix in Tag & GTM Health.
- Platform-reported and tracked figures for the same window
- Variance explained per channel, not averaged away
- Duplicate and missing event causes named
- Cross-platform overlap so Meta and Google are not both paid for the same customer
Five models, one dataset
First click, last click, linear, position based and data driven are compared on the same journeys, so you can see how much the answer moves with the model instead of trusting a single default.
- Every model recalculates the full report instantly
- Channel roles: who introduces, who assists, who closes
- Modelled views are labelled as modelled, never presented as fact
Journeys, not just channels
Every tracked conversion is stitched back to the touches that led to it, so you can read the actual paths customers take, how many steps they need and how long they take.
- Full journey paths from first touch to conversion
- Typical path length and time to convert
- Campaign, creative and hook level credit
Readiness before conclusions
A per-client checklist confirms the tracking snippet is firing, conversions carry values, ad URLs are tagged and ad accounts are mapped, so you know how much weight the report deserves before acting on it.
- Tracking readiness score per client
- Confidence verdict on every report
- Gaps linked straight to the check that fixes them
The shift
What changes once Attribution is running
Same team, same accounts. The difference is that the decision is already measured before anyone opens a spreadsheet.
Before
- Each ad platform claims the same sale, and the meeting stalls on whose number is right.
- Budget is judged on the platform's own reporting, which always favours itself.
- Tracking gaps are only discovered after the numbers stop adding up.
With Hookology
- Platform-reported and tracked revenue side by side, with the variance explained.
- Channel credit under five models, so the answer is not one platform's opinion.
- A readiness checklist that names the gap and links to the fix.
Every ad platform grades its own homework. Attribution is the independent mark, built from the journeys your own tracking saw.
Inside the product
What Attribution looks like on live accounts
This walkthrough uses our Northwind Apparel demo account so you can see the screen fully populated. On yourworkspace the same view is built from your connected platforms, so the first session already reflects your own numbers.
- Settle the ad platform versus tracked revenue argument with evidence.
- See which channels introduce customers and which ones close them.
- Stop paying two platforms for the same conversion.
Workspace / Attribution
Attribution
Northwind Apparel
Attribution
Analyse > Attribution - Northwind Apparel
Platform reported
£103,300
incl. view-through
Tracked revenue
£94,820
From matched journeys
Matched journeys
3,412
82% of conversions
Confidence
Confirmed
No duplication detected
Variance explained: £9,060 of the Brand search claim is customers who were already on their way via Shopping and email. The tracked view only counts journeys your own tracking saw.
Models compared: first click, last click, linear, position based and data driven, all on the same journeys. Meta Prospecting moves £4,900 between first and last click.
What gets read
Every touch on the journey, from first click to conversion
The Hookology tracking snippet records each visit and conversion, and the ad platform APIs report what they claim. Attribution is the reconciliation of those two sources - platform claims and your own tracking - per channel, campaign, creative and hook.
First-party touches
What your own tracking snippet saw
- Page views with UTM or click ids
- Ad click to visit matching
- Conversion events with values
- Full journey paths
Platform claims
What each ad platform says it drove
- Meta, Google, Pinterest, LinkedIn and Microsoft
- View-through included in platform figures
- Spend, impressions and clicks
- Campaign and creative level
Conversion record
What actually happened
- Tracked conversions
- Enquiry events for lead clients
- Cross-platform overlap
- Tracking readiness checks
How confidence works
Three evidence tiers, so nothing is stuck in ‘needs data’
Every attribution verdict is labelled with how much tracked evidence sits behind it. A channel with hundreds of matched journeys is read differently from one the platforms claim but the snippet never saw, and the tier on the page says which is which.
Tier 1 - Confirmed
Enough matched journeys behind the channel
The channel's credit comes from tracked customer journeys that match the conversions your own tracking recorded, with no material duplication detected.
Tier 2 - Emerging
Journeys matched, volume still building
The split is real but young, or some readiness checks are still open, so the reading is flagged for review before budgets move on it.
Tier 3 - Modelled
Too few tracked journeys to measure directly
Platform-reported figures stand in, clearly labelled as platform claims rather than tracked results, until the snippet has seen enough journeys.
In practice
How Attribution works week to week
From connecting your accounts to the review call, here is the shape of it, plus the questions teams ask us most before they start.
Step 1
We connect your accounts
Your ad platforms, analytics and revenue data are wired up during onboarding, so Attribution works from your own numbers on day one rather than a sample workspace.
Step 2
Platform-reported and tracked revenue, side by side
What each ad platform claims sits next to what Hookology's own tracking snippet actually saw, for the same window.
Step 3
Five models, one dataset
First click, last click, linear, position based and data driven are compared on the same journeys, so you can see how much the answer moves with the model instead of trusting a single default.
Step 4
We review it with you
We install and verify the tracking snippet, tag your ad URLs and map your ad accounts during onboarding, then review the readiness checklist with you until every check is green. Nothing sits in a dashboard waiting to be discovered.
Common questions
Two sources are reconciled: platform claims from the ad platform APIs (Meta, Google, Pinterest, LinkedIn and Microsoft) and your own tracking from the Hookology snippet on your site. Platform figures always include view-through and are labelled as platform-reported; modelled views are labelled as modelled.
Each platform counts view-through conversions and claims credit inside its own window, so the same customer can be claimed by two platforms at once. The variance line on each channel names the detected cause, such as duplicate events or untagged links, and links to the matching check in Tag & GTM Health.
You do not have to pick blind. First click, last click, linear, position based and data driven are all computed on the same journeys, so you can see how much the answer moves with the model. The data driven view weights touches by their position in real converting paths.
The readiness checklist covers it: the tracking snippet firing on every page, conversion events carrying values, ad URLs tagged with UTMs and ad accounts mapped to the right client. Each failing check links straight to the fix, and the confidence verdict on the report reflects whatever is still open.
Why teams use it
- Settle the ad platform versus tracked revenue argument with evidence.
- See which channels introduce customers and which ones close them.
- Stop paying two platforms for the same conversion.
- Fix tracking gaps before they distort the numbers.
How we set this up with you
We install and verify the tracking snippet, tag your ad URLs and map your ad accounts during onboarding, then review the readiness checklist with you until every check is green.
Our onboarding processWorks alongside
See Attribution running on your own data
We build the workspace around your accounts and walk you through it together. No self-serve setup, no trial to configure on your own.
Book a discovery call