Why build your own model?
Attribution answers the question: which channel drives conversions? GA4 gives you a few default models—but they’re rigid, and often misrepresent reality. I’ve seen last-click give 100% of credit to branded search, leaving upper-funnel channels starved.
What’s wrong with defaults?
• They overvalue easy clicks (brand, direct)
• They undervalue assisted paths
• They make budget planning fragile
If you trust these blindly, you’re not steering strategy—you’re following averages.
How does SQL help? With SQL, you control the logic:
• First-click, last-click, or position-based weighting
• Custom decay models for longer journeys
• Full transparency in how credit is assigned
You can finally align attribution with how your business actually works.
What should you do first?
• Pull user journeys with timestamps
• Assign weights to touchpoints
• Aggregate credit by channel
Once you try a position-based model, you’ll never see “last-click only” the same way again.
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