Marketing Attribution Platform Development

Last-click attribution is a budget allocation problem

When every channel takes credit for the same conversion, the marketing team can't make a reliable budget decision. Paid search claims the conversion because it was the last click. Paid social claims it because it drove the first visit. Each platform's dashboard looks fine, and the sum of platform-reported conversions routinely exceeds actual total conversions by 30-60%. Multi-touch attribution changes what budget decisions you can make with confidence: when you know the marginal contribution of each channel, and can test it through incrementality measurement, you allocate spend toward channels that produce outcomes rather than channels that produce last-click credit.

  • Multi-touch attribution models including Shapley value

  • Cross-channel data collection and identity stitching

  • Incrementality measurement and conversion lift testing

  • Budget optimisation tools built on attribution outputs

Recent outcomes

Voice AI · Research

6× deeper insights

Text-based interviews converted to automated phone calls

AI Automation · Ops

20k+ txns day one

Manual invoice OCR across 40+ gas stations

Loyalty · Retail

1,062 users in 4 weeks

SuperValu & Centra loyalty platform with receipt validation

SaaS · Logistics

2,000+ shipments yr 1

Multi-carrier shipping hub for Indonesian eCommerce

4.9
on Clutch
See our work

The problem

Sound familiar?

  • Every ad platform claiming credit for the same conversion, leaving your marketing team unable to trust any channel's reported ROAS for budget decisions?

  • Running multi-channel campaigns but your attribution model is still last-click because building something better requires data engineering work your team doesn't have bandwidth for?

Short answer

A custom marketing attribution platform collects cross-channel touchpoint data, resolves identity across anonymous and logged-in sessions, applies multi-touch attribution models, and outputs budget recommendations tied to real conversion credit. RaftLabs builds marketing attribution platforms for marketing teams and MarTech companies that need more than last-click. Most builds deliver in 10 to 14 weeks at a fixed cost.

Key takeaways

  • Shapley value attribution requires 1,000-3,000 conversions per month to produce stable estimates; below that, a rules-based model with incrementality testing is more reliable.
  • Server-side conversion API integrations (Meta CAPI, Google Enhanced Conversions) typically reach 80-95% match rates versus 40-60% for browser pixels in ITP-restricted environments.
  • Geo holdout testing measures true incremental lift, adjusting reported ROAS for channels that claim credit for conversions that would have happened anyway.
  • A core platform with multi-touch attribution, cross-channel data collection, and a reporting dashboard delivers in 10-14 weeks at a fixed cost.

Trusted by

Vodafone logo
Aldi logo
Nike logo
Microsoft logo
Heineken logo
Cisco logo
Calorgas logo
Energia Rewards logo

Attribution platform delivery, by the numbers

products shipped
100+
attribution
Multi-touch
cost delivery
Fixed
week delivery
10-14

Last-click attribution is a budget allocation problem

Multi-touch attribution changes what budget decisions you can make with confidence. When you know the marginal contribution of each channel, and can test it through incrementality measurement, you allocate spend toward channels that produce outcomes.

Capabilities

What we build

  • 01
    Multi-touch attribution models

    Rules-based models plus a Shapley-value data-driven model calculating each channel's marginal contribution, with configurable attribution windows per channel type.

  • 02
    Cross-channel data collection

    Server-side event tracking, UTM validation at ingestion, and hashed email matching stitching touchpoints across channels.

    Built with
    Meta CAPI · GA Enhanced Conversions
  • 03
    Identity resolution and journey stitching

    Anonymous-to-known user merge at identification, cross-device matching, and GDPR/CCPA-compliant consent-gated identity data.

  • 04
    Incrementality measurement

    Geo holdout test design with statistical significance sizing, plus Meta/Google conversion lift integration and incrementality-adjusted ROAS.

  • 05
    Marketing mix modelling

    Bayesian MMM producing channel contribution posteriors with credible intervals, spend saturation curves, and scenario planning.

    Built with
    PyMC · Prophet
  • 06
    Budget optimisation and reporting

    Marginal-ROAS-based budget allocation optimiser, plus attribution-adjusted dashboards feeding Looker Studio or Tableau.

How we work

From scope to live attribution platform

  1. Week 1
    01

    Channel mix and stack scoping

    We map your channel mix, current attribution setup, and what budget decisions you can't make reliably today. You leave week 1 with a written scope document and a fixed-price quote.

  2. Weeks 2-4
    02

    Data model and model selection

    Attribution model choice, identity resolution architecture, and data source integration designed against your conversion volume.

  3. Weeks 5-11
    03

    Build and integrate

    Data collection, attribution models, and reporting dashboards built in parallel, validated against real conversion data.

  4. Final 2-3 weeks
    04

    Launch and team rollout

    Marketing leadership and media planners trained on the new reporting before full rollout.

Why us

Why marketing teams choose RaftLabs

  • 01
    Senior engineers build what they scope

    The engineers who assess your channel mix also build the solution. No bait-and-switch, no offshore handoff after the contract is signed.

  • 02
    Fixed price before development starts

    We scope the work, calculate the cost, and lock it in writing before any development starts.

  • 03
    9 years and 100+ products shipped

    Clients include Vodafone, T-Mobile, Aldi, Nike, Cisco, and Lockheed Martin. Track record building MarTech and analytics platforms.

  • 04
    We tell you when your conversion volume is too low for Shapley

    Data-driven attribution has a real minimum-volume threshold; below it, we recommend a more reliable approach.

  • 05
    Built for a cookieless future

    Server-side tracking and MMM are core architecture, not an afterthought as cookies disappear.

Have a marketing attribution project?

Tell us your channel mix, your current attribution setup, and what budget decisions you can't make reliably today. We'll scope a platform and give you a fixed cost.

Talk about your attribution project

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Marketing Attribution Platform Development, scoped in one call.

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Frequently asked questions

Last-click gives 100% of conversion credit to the final touchpoint, systematically underfunding awareness and mid-funnel channels. The sum of platform-reported conversions routinely exceeds actual total conversions by 30-60% because every platform claims credit for the same purchase. Multi-touch attribution distributes credit across all touchpoints; data-driven models like Shapley value require 1,000-3,000 conversions per month for stable estimates.

Cookieless attribution relies on server-side tracking unaffected by cookie restrictions, hashed email matching using SHA-256 to link touchpoints across channels, and marketing mix modelling that works at an aggregate level using spend and outcome data. Server-side integrations typically reach 80-95% match rates versus 40-60% for browser pixels.

Ad platforms (Meta, Google Ads, LinkedIn, TikTok) via their APIs, owned channels (Klaviyo, Salesforce, HubSpot) via native integrations, offline sources (POS, phone sales, CRM closed-won), and data warehouses (BigQuery, Snowflake, Redshift). The specific integrations depend on your channel mix and stack.

A core platform covering multi-touch attribution, cross-channel data collection, identity stitching, and a reporting dashboard typically delivers in 10 to 14 weeks at a fixed cost. Adding incrementality test tooling, MMM, or a budget recommendation engine extends the scope.

Work with us

Tell us what you need. We'll tell you what it would take.

We scope Marketing Attribution Platform Development in 30 minutes. You walk away with a clear cost, timeline, and approach. No commitment required.

  • Scope and cost agreed before work starts. No surprises. No obligation.
  • Working prototype within 3 weeks of kickoff.
  • Pay by milestone. You see progress before each invoice.
  • 60-day post-launch warranty. Bug fixes, UI tweaks, and deployment support. No retainer.
  • All conversations are NDA-protected.

Go deeper

Browse our case studies

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