GA4 is the attribution source of truth.

GA4 is the measurement layer we engineer under every client account. We stand up the property and web data streams, then build out key events for the conversions that matter, custom dimensions, and custom metrics so the data model reflects how the business actually makes money. We deploy the tracking through Google Tag Manager, server-side where reliability matters, so events fire even when client-side script gets blocked. Then we link GA4 to Google Ads so audiences and conversions flow both directions. It is the spine that ties paid and organic traffic to on-site behavior.

GA4 is the only platform that sits underneath paid, organic, and direct traffic at once and ties all of it to the same conversion events. That makes it the source of truth for attribution. Everything else, Google Ads, Meta, the CRM, reads from or writes to it. We chose it because the event-based model maps cleanly to real funnels rather than pageviews, the GTM and Ads integrations are first-class, and server-side tagging gives us measurement that survives ad blockers and cookie loss. Stand it up correctly once and every downstream decision gets more honest.