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01 / AttributionOwner-managed

Attribution models,Incrementality,Data gaps

You run search, social, and more in parallel, but which channel really drives conversions? We build attribution models and marketing mix analyses for your shop or lead funnel.

  • WhatAttribution models, channel comparison, marketing mix analysis, and recommendations.
  • For whomBrands and shops with several parallel channels and sufficient data base.
  • Why usPerformance work for Wolt, Merklinger, and tesa.
Request attribution View work

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Problem & goal

Who
Social Media One: owner-managed advertising agency with in-house photo and video production.
For whom
Brands and shops with several parallel channels and sufficient data base.
What
Attribution models, channel comparison, marketing mix analysis, and recommendations.
Why us
Performance work for Wolt, Merklinger, and tesa.
Next step
Brief initial meeting. Afterwards, you receive an assessment and concept before anything is produced or booked.

What we deliver specifically

Concept, implementation, and analysis from a single source, with dedicated contacts.

  • Attribution vs. Tracking
  • Limits of last click
  • Data quality
  1. 01

    Check data base

    You know whether your data is sufficient for attribution.

    Your challenge
    Attribution is attempted, even when data is incomplete.
    Our approach
    We review data quality, timeframes, and coverage.
    Result
    An honest assessment.
    • Data check
    • gaps
    • feasibility
    To tracking & analytics
  2. 02

    Compare models

    You see how different models evaluate channels.

    Your challenge
    Each platform praises itself.
    Our approach
    We compare models and explain the differences.
    Result
    A fair picture.
    • Model comparison
    • Explanation
    • Evaluation
  3. 03

    Channel contribution

    You identify channels that initiate conversions and those that complete them.

    Your challenge
    Channels at the start of the journey are switched off, even though they have an impact.
    Our approach
    We consider the journey from first contact to conversion.
    Result
    Fairer budget decisions.
    • Path analysis
    • Channel roles
    • Recommendation
  4. 04

    Marketing mix

    You see how channels interact.

    Your challenge
    The impact of individual channels is not visible in the overall picture.
    Our approach
    We analyze time series and estimate effects, clearly stating the limitations.
    Result
    An overall picture with uncertainties.
    • Time series
    • Estimation
    • Limitations
    To media planning
  5. 05

    Budget recommendation

    Insights become decisions.

    Your challenge
    Analyses remain without consequences.
    Our approach
    We derive budget shifts and plan tests.
    Result
    Traceable recommendations.
    • Scenarios
    • Tests
    • Recommendation
    To Performance Marketing
  6. 06

    Ongoing evaluation

    Attribution stays up to date.

    Your challenge
    One-off studies become outdated.
    Our approach
    We update evaluations at regular intervals.
    Result
    A dynamic picture.
    • Update
    • Review

Found the right service?

Discuss attribution

How we work

Clear answers to the questions brands ask us most often.

There is no perfect model

Every model simplifies. We explain what it delivers and where it falls short.

Data is essential

Without sufficient, clean data, attribution is guesswork. We state this upfront.

Journeys instead of clicks

Customers use multiple channels before purchasing. We consider the journey, not just the last click.

Identify uncertainty

Estimates have limits. We state them so decisions are made with sound judgment.

Approach and decision criteria

  1. 01

    Initial meeting

    We clarify which decisions your data should support and what is missing today.

    Result: Clear measurement framework.

    From you: Goals and existing tools.

  2. 02

    Assessment

    We review accounts, tags, data flows, and data protection for gaps and errors.

    Result: Documented current state.

    From you: Access to Analytics, Tag Manager, and ad accounts.

  3. 03

    Implementation

    We set up measurement, events, and analyses to be transparent and compliant with data protection.

    Result: Working measurement with test.

    From you: Coordination with development and data protection.

  4. 04

    Evaluation

    Reports and dashboards show what matters and derive concrete next steps.

    Result: Clear reporting.

    From you: Feedback on which figures you need.

Project references

Selected projects from our cases. Figures and timeframes can be found in the respective case story.

Wolt Featured case / Wolt -40% CPI, pitch won for 2026 Initial situationOptimizing cost per install (CPI) in one of the most competitive app categories. IdeaWe used AI-powered video creation to test 20+ variants in the time it takes to make 3 manually. Implementation20+ Creative-Varianten in der Zeit von 3 manuellen Schnitten — KI-Tools übernehmen Editing und Variation in Rekordzeit. -40% CPI reduction3+ Months active View case
Merklinger Merklinger 7x ROAS for wood-fired oven brand Merklinger had a premium product with no digital presence. 800+ Leads in 2 months2,50€ Cost per lead tesa tesa 179+ ads, partnership extended How do you make adhesive tape exciting on social media? 11+ Campaigns44+ Ad sets

Planning a similar project?

Discuss attribution

More work

Persil (Henkel) Dark posting strategy 10+ Creator variations500K+ Ad impressions Hoover 4.86M traffic — 28 creators 4,86 Mio Traffic28 Creator Wacom Wacom €0.06 CPC through UGC ads 340K+ TikTok impressions0,06€ CPC
All cases

Measuring success & limitations

We verify recommendations through tests and document what is confirmed.

Limitations: With attribution, metrics are always an approximation. Data protection, consent, and technology set boundaries, and we state them openly.

Contact person

Stephan M. Czaja

Owner, Social Media One

From the start, you speak directly with the people implementing your project, not with a sales team. Briefly tell us what it's about, and we’ll get back to you with a concrete proposal.

Stephan on LinkedIn

Questions before commissioning

What is attribution?

Assigning successes such as purchases or inquiries to the channels that contributed to them.

Do I need attribution?

If multiple channels run in parallel and budget needs to be allocated, it helps. For small budgets, a simpler approach is often better.

How accurate is it?

Attribution is always an approximation. We explain assumptions and limits transparently.

How does the collaboration work?

Consultation, data check, models, analysis, recommendation.

How is this related to tracking?

Tracking provides the data, attribution analyzes it. More on our page about Tracking & Analytics.

What affects the effort involved?

Number of channels, data situation, and depth of analysis. We clarify this in the initial consultation.

Your attributionstart analysis.

Briefly tell us what you have in mind. You will receive an honest assessment and a concrete proposal.

Request attribution