Hub 03 · Attribution and Ops
Attribution and Ops
Numbers you can bill against are the point of this hub. We run lead attribution on WhatConverts, voice work on ElevenLabs, and retail operations data through Increff. This page states what each tool measures, and what a brand should fix before buying any of them.
The problem this hub solves
Attribution fails first at the join. Ad platforms report their own conversions, the website reports sessions, and the phone or WhatsApp enquiry reports nothing at all, and thus the channel that actually produced the revenue is credited to whichever platform claims it loudest.
The second failure is operational. Stock, returns, and fulfilment data sit in a different system from the marketing data, and a spend decision made without stock cover produces ads for products that cannot ship.
The third is measurement hygiene inside the site itself. Duplicate events, missing parameters, and untagged links make the reports internally inconsistent, and a report nobody trusts stops being used within weeks.
Who this is for
Brands where enquiries arrive by phone, form, and chat, and where the credit for each is currently guessed.
Service businesses billing clients against lead volume, who need a defensible source for every lead.
Retail and marketplace sellers whose stock and returns data does not currently reach the people setting ad budgets.
Teams already spending on ads who cannot state contribution margin by channel.
Who should not buy yet
Brands with no live spend; attribution tooling measures decisions you are not yet making.
Sites with broken base tracking, since a lead attribution layer on top of a broken GA4 setup inherits the errors.
Single-channel businesses where one source produces every enquiry and the join adds nothing.
Teams with no owner for the reports, because an unread dashboard is a subscription and nothing else.
The tools we run: WhatConverts, ElevenLabs, and Increff
These three cover different parts of the same problem, which is knowing what produced the revenue and whether the operation can serve it.
WhatConverts
WhatConverts captures calls, forms, and chats as leads, joins each to its source, and reports lead quality rather than session counts. It is the layer that lets a service business state which channel produced a billable enquiry.
Where it wins: phone-heavy and enquiry-led businesses. Where it does not: pure e-commerce checkout tracking, which belongs in GA4 and the ad platforms.
ElevenLabs
ElevenLabs produces voice output for ad creative, product explainers, and voice agents, in multiple languages. We use it where a script needs a consistent voice across a campaign without a studio booking each time.
Where it wins: volume and language coverage at low cost. Where it does not: brand voice work where a named human presenter is the asset being sold.
Increff
Increff covers inventory and merchandising operations for retail and marketplace sellers, including stock allocation and returns handling across channels.
Where it wins: multi-channel sellers where stock sits in more than one place. Where it does not: single-warehouse brands under 500 SKUs, where a spreadsheet and a marketplace panel still cover it.
How we run it in delivery
01
Audit before install
Existing tags, events, and duplicates are listed first. Adding a tool on top of a broken base copies the break into the new reports.
02
One event dictionary
Event names, parameters, and their owners are written down once and used across GA4, the ad platforms, and the lead layer, so the same word means the same thing everywhere.
03
Source tagging
Every outbound and paid link carries consistent parameters, and thus the join between spend and lead survives the click.
04
Quality, not count
Leads are marked qualified or not inside the attribution tool, because a channel that produces volume and no revenue should lose budget rather than gain it.
05
One reporting cadence
A weekly review reads contribution margin by channel rather than ROAS, and budget moves on that number.
Find out which channel is being credited wrongly
15 minutes on your current tracking: what fires, what is missing, and which number you are billing or budgeting against. You leave with the first fix, in order.
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