GA4 Multi-Touch Attribution vs AttributeIQ
GA4 and AttributeIQ pull from the same source, your GA4 property, but they access it differently. GA4’s attribution reports run on sampled, aggregated data. AttributeIQ queries raw, unsampled events directly from BigQuery.
GA4 Multi-Touch Attribution vs AttributeIQ
Free, built-in attribution
GA4 Multi-Touch
Channel and campaign attribution using sampled, aggregated session data.
Unsampled pipeline attribution
AttributeIQ
Page, channel, and content pipeline attribution using raw BigQuery event data.
GA4 Multi-Touch vs AttributeIQ Side by Side
GA4 Attribution
AttributeIQ
Attribution Level
Channel and campaign
Individual page and URL, with channel influence breakdown
Journey Visibility
Session-level, no page sequence
Full page-by-page journey timeline from first touch to conversion
Multi-Touch Models
Data-driven, last click, first click, linear
First touch, last touch, multi-touch linear, switchable in a single view
Pipeline Reporting
None
Pages and channels tied to closed deals, with board-ready PPTX export
Data Source
Sampled GA4 session data
Raw BigQuery event data, unsampled
Export
CSV via Explore
XLSX + PPTX, one click
Cost
Included in GA4 (free)
£89–£299/month
What GA4 Attribution Does Well
GA4’s attribution is genuinely useful for understanding how your marketing channels contribute to conversions in aggregate, especially at the top of the funnel and across broad campaigns.
Channel-Level Contribution
Tells you whether organic search, paid, or direct is driving the majority of your conversions, and how that shifts over time.
Data-Driven Attribution
Google’s ML model distributes credit across touchpoints based on observed conversion patterns, which is more sophisticated than simple rule-based models.
Campaign and Source Reporting
Connects conversion data to specific campaigns, making it useful for paid media teams evaluating spend efficiency.
Free, Already in Place
If you’re already using GA4, you have access to these models without any additional setup or cost.
Where AttributeIQ Goes Further
GA4 can show which channels contributed to conversions, but it stops short of explaining how content influenced pipeline. AttributeIQ connects journeys, pages, and deal value together so marketing teams can see what’s actually contributing to revenue generation.
Page-level Pipeline Attribution
See which content appears most in high-value deals, filter by deal tier to understand whether your £50k+ opportunities are reading different pages than your smaller ones, and how each piece of content contributes to pipeline across the funnel.
Board Summary With PPTX Export
A one-screen executive view of your pipeline influence, channel breakdown, and top pages, with a one-click PPTX export for board reporting.
HubSpot Integration
Connect HubSpot to see contact names, company details, and deal values alongside your attribution data. No CRM required to get started, but the integration is there when you need it.
15-Minute Setup
Connect your GA4 property and you’re done. Most teams are looking at real attribution data within 24 hours of signing up, without involving engineering.
Built for Marketing Teams
No SQL, no data modelling, no engineering tickets. A VP Marketing or Head of Content can connect their own analytics, configure their conversion events, and run attribution reports independently from day one.
See Which Pages and Channels Are Driving Your Pipeline
Full journey attribution from first touch to closed deal, with board-ready reporting built in.
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