One of the key ingredients in this attribution soup is how your customers are behaving from when they come to your website the very first time and all the time and touch points on their user journey until they end up buying your product or service.
Back in the day, you would think Google Analytics was enough for this, but the truth is that it comes up very short in today's very cluttered data and tool space
To get clarity on your users behaviour it’s very recommendable with a proper customer data infrastructure platform.
At Dreamdata, one of the partners, who we regular recommend companies who are serious about growth, to use Segment.com as their customer data infrastructure.
With Segment you plugin all your customer data and clean, collect, and control it.
This means you can integrate all of your favorite tools and move their data to where it’s needed ie. send it to Google Big Query (a data warehouse) as one part of building your own analysis.