MULTI-TOUCH ATTRIBUTION
& UTM PERSISTENCE
MULTI-TOUCH ATTRIBUTION
& UTM PERSISTENCE
Last-click attribution is a convenient lie. It tells you which channel closed the deal and ignores everything that moved the prospect forward before that final click. At Vizionality, we build attribution setups that capture every meaningful touchpoint, keep UTM data intact throughout the entire session, and give you a reporting foundation that reflects how your marketing actually works.
OVERVIEW
UTM PARAMETER PERSISTENCE
UTM parameters that disappear after the landing page are one of the most common tracking gaps we find. We implement persistent UTM tracking so source, medium, campaign, and content data stays attached to the user through their entire session and is captured at the point of conversion. For HubSpot users, we also make sure UTM data is flowing into contact and deal records so your CRM attribution matches what you’re seeing in GA4.
CROSS-CHANNEL TOUCHPOINT MAPPING
We structure your GA4 event data and BigQuery exports to capture every meaningful touchpoint across paid search, organic, social, email, and direct. Every channel gets visibility into what it contributed at each stage of the funnel, not just which one happened to be last.
MULTI-MODEL ATTRIBUTION ANALYSIS
We build attribution views that let you compare first-touch, last-touch, linear, and data-driven models side by side in GA4 and BigQuery. You see how your channel performance story changes depending on how credit is distributed and make budget decisions based on the full picture.
Attribution Reporting and Dashboard
We build a reporting layer on top of your attribution data so your team can see channel performance across every model in one place. No more pulling numbers from separate platforms and trying to reconcile them by hand.
OVERVIEW
HOW WE DO
GOOGLE TAG MANAGER AUDITS
We start by understanding how your marketing channels work together and where your current attribution is giving you an incomplete picture. We look at your UTM setup, your GA4 event data, and how your team is currently making budget decisions across channels.
We review whether UTM parameters are persisting through your full session, whether source and medium data is being captured correctly at the point of conversion, and whether your CRM attribution matches what GA4 is reporting.
We set up persistent UTM tracking so source, medium, campaign, and content data stays attached to the user through their entire session. Every meaningful touchpoint across paid search, organic, social, email, and direct gets captured in your event data.
We build attribution views in GA4 and BigQuery that let you compare first-touch, last-touch, linear, and data-driven models side by side. You see how your channel performance story changes depending on how credit is distributed.
We build a reporting layer on top of your attribution data so your team can see channel performance across every model in one place and make budget decisions based on the full picture, not just the last click.
Find out why your multi-touch attribution can’t be trusted.
Direct and not set traffic spikes are almost always a UTM persistence problem. When UTM parameters disappear after the landing page, GA4 loses the original source and falls back to direct or leaves the channel unclassified. This happens when users navigate between pages, subdomains, or checkout flows without UTM data carrying through the session. The result is that paid and organic channels look like they are underperforming while direct looks inflated. Fixing UTM persistence and session-level source capture cleans this up and gives every conversion an accurate channel attribution.
If your source and medium data disappears after the landing page, if direct traffic looks unusually high in GA4, if your CRM attribution does not match what GA4 reports, or if UTM parameters are getting stripped when users move between pages or subdomains, your UTM setup has gaps. Correct UTM tracking requires persistence through the full session and consistent capture at the point of conversion.
A complete setup covers auditing your current UTM capture and session tracking, implementing persistent UTM tracking across your full user journey, structuring your GA4 event data to capture every meaningful touchpoint, building attribution models in GA4 and BigQuery, and delivering a reporting layer that lets your team compare attribution models side by side.
Yes. For HubSpot users we make sure UTM data is flowing into contact and deal records so your CRM attribution matches what you are seeing in GA4. For other CRMs we work with whatever data capture mechanism is available to align attribution across your analytics and sales stack.
Standard conversion tracking records that a conversion happened and which channel gets credit under whatever default model your platform uses. Multi-touch attribution goes further by capturing every touchpoint in the journey and letting you analyze how credit should be distributed across all of them. It answers not just what converted but what contributed, which is the question that actually drives smarter budget allocation.
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