Heuristic
Last-click
100% of credit to the final touch. Still how most budget meetings start.
ATTRIBUTION INTELLIGENCE
See which channels last-click is stealing from — every week.
We connect to your GA4 BigQuery export, run Markov, Shapley and four heuristic models in parallel, score them against stability proxies, and send a ranked PDF. You only review anomalies.
PUBLIC GA4 SAMPLE
Last-click vs path models
- Last-click
- Markov
- Shapley
Paid Search
-8 pp
Direct
-10 pp
Organic Search
+4 pp
Paid Social
-1 pp
+6 pp
Referral
+5 pp
Share of credited conversions. Negative pp means last-click is over-crediting that channel versus Markov removal on Google's public ecommerce sample.
BUILT ON
GA4
BigQuery
Removal-effect Markov
Shapley values
Human approval gate
THE PROBLEM
Last-click still runs the budget meeting. GA4 will not save you.
Performance-led teams spending $30k–$300k a month still walk in with a last-click number because it is the one everyone already argues about. GA4 retired the heuristic models in 2023. Data-driven attribution is a black box. The Data API cannot reconstruct journeys.
Path-level Markov and Shapley require the BigQuery export. That is the substrate. Pulsar is the factory that turns it into a weekly decision sheet a CMO can actually move budget with.
METHOD
Six models, scored. Not one story.
Heuristic
First-click
100% to the opener. Useful as a bound, not a plan.
Heuristic
Linear
Equal share across every touch in the converting path.
Heuristic
Time-decay
Later touches get more credit. Half-life is a tenant setting.
Path model
Markov removal
Removal effect: how many conversions vanish if a channel is taken out of the path.
Path model
Shapley values
Coalition credit with a 90% interval. Monte Carlo by default; exact if ≤ 8 channels.
PROCESS
Connect. Fourteen days. Then a weekly PDF.
01
Connect
GA4 property plus the BigQuery export. We work in your GCP project. You grant Data Viewer and Job User on the export dataset only.
02
Fourteen days
Journeys, six models in parallel, scored against stability proxies. First ranked report lands in your inbox — not a dashboard login.
03
Weekly PDF
An agent drafts. A human approves. You review anomalies, not 40 tabs. Slack or email. Monthly 30-minute readout on the retainer.
PRICING
A pilot, then a pulse.
Landing → calendar → 30-minute diagnostic → paid 2-week pilot → retainer. We do not discount below $800.
2-week pilot
$1,500one property
The only way in. No free work.
Weekly retainer
$1,500/ mo per property
The product. First report in 14 days.
One-time run
$4,500+ $900 / qtr re-run
For teams that want a baseline, not a pulse.
FAQ
Straight answers.
DIAGNOSTIC
First report in 14 days. The call is 30 minutes.
Head of Growth / Performance Marketing Director. Economic buyer is CMO or founder. Bring spend band, BQ status, and the conversion that actually matters.