In the modern Australian digital landscape, a customer rarely buys the first time they see an ad. They might see your post on Instagram while commuting on the Translink, search for your business on Google later that night, and finally convert after clicking a retargeting ad a week later. Without cross-platform attribution, you might wrongly credit the last click while ignoring the platforms that actually started the journey.
Implementing cross-platform attribution allows you to see the full picture of your marketing spend. It helps you identify which channels are working together and ensures you aren't wasting your budget on platforms that don't contribute to your bottom line.
Prerequisites
Before we begin, ensure you have the following ready:- An active Google Analytics 4 (GA4) property.
- Google Tag Manager (GTM) installed on your website.
- Admin access to your Meta (Facebook) Business Suite and Google Ads accounts.
- A spreadsheet to track your UTM parameters.
- Your Australian Business Number (ABN) verified on your ad accounts (required for certain Australian ad features).
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Step 1: Standardise Your UTM Parameters
Attribution starts with consistent data. UTM (Urchin Tracking Module) parameters are tags added to the end of your URLs that tell Google Analytics exactly where a visitor came from. What you should see: Open a spreadsheet and create columns forutm_source, utm_medium, and utm_campaign.
Action: Ensure every link you post—whether it’s a Facebook ad, an email newsletter, or a local Brisbane directory listing—uses a consistent naming convention. For example, always use facebook (lowercase) instead of switching between Facebook, FB, and facebook_ads.
Step 2: Enable Google Signals in GA4
Google Signals allows Google to track users across different devices (mobile, tablet, desktop) if they are signed into a Google account. This is essential for cross-device attribution.- Go to your GA4 property.
- Click Admin > Data Collection (under Data Settings).
- Click Get Started and follow the prompts to activate Google Signals.
Step 3: Set Up the Meta Pixel via Google Tag Manager
To track how Facebook ads influence website behaviour, you need the Meta Pixel (now often called the Dataset). Using Google Tag Manager (GTM) is the most reliable way to manage this.- In GTM, create a new Tag.
- Choose Custom HTML and paste your Meta Pixel code.
- Set the trigger to All Pages.
- Pro Tip: Also implement the Conversions API (CAPI). With privacy changes like iOS 14.5, the browser-based pixel is no longer enough for accurate Australian tracking.
Step 4: Configure Data Import in Google Analytics
GA4 allows you to import cost data from non-Google platforms like Facebook or LinkedIn. This lets you see your Return on Ad Spend (ROAS) for all platforms in one dashboard.- In GA4, go to Admin > Data Import.
- Click Create data source.
- Select Cost data.
- You will need to upload a CSV file regularly or use a third-party connector to automate this. This allows GA4 to map your Facebook spend against the conversions it recorded.
Step 5: Link Google Ads to GA4
This is a critical step for Australian small businesses using search ads.- In your GA4 Admin panel, scroll down to Product Links and select Google Ads Links.
- Click Link and select your Google Ads account.
- Ensure Enable Personalised Advertising is toggled on. This allows your GA4 audiences to be used for remarketing in Google Ads.
Step 6: Define Your Conversion Events
Not every click is a sale. You need to tell your platforms what a "win" looks like.- In GA4, go to Admin > Events.
- Mark important events (like
generate_leadorpurchase) as Conversions. - Ensure these same events are mirrored in Meta Events Manager so both platforms are looking for the same user actions.
Step 7: Adjust Your Attribution Settings
By default, many platforms use "Last Click" attribution, which is often misleading.- In GA4, go to Admin > Attribution Settings.
- We recommend selecting Data-driven attribution. This uses Google’s AI to distribute credit based on how different touchpoints contribute to a conversion.
- Set your Reporting attribution model to this new setting to change how data appears in your reports.
Step 8: Set Up a Cross-Channel Report in GA4
Now that the data is flowing, you need to see it.- Navigate to Reports > Advertising > Model Comparison.
- Here you can compare how "Last Click" vs "Data-driven" models credit your channels.
- Look for the Conversion Paths report. This shows the actual sequences (e.g., Paid Search > Organic Social > Direct) that lead to sales.
Step 9: Verify with a Test Conversion
Never assume it’s working.- Use the GTM Preview mode to visit your site.
- Click on one of your live ads (or use a URL with your new UTM parameters).
- Complete a conversion (like a contact form fill).
- Check the Real-time report in GA4 to ensure the source/medium is recorded correctly.
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Pro Tips for Australian Business Owners
- The "Phone Call" Gap: Many Australians prefer to call a local business rather than fill out a form. Use a tool like CallRail or Delacon to track phone calls as conversions and feed that data back into your attribution model.
- Privacy Matters: Ensure your website's Privacy Policy is updated to reflect that you are using tracking cookies. This is a requirement under Australian privacy principles if you are collecting user data for marketing.
Common Mistakes to Avoid
Double Counting: If you have the GA4 code on your site and* a GTM tag firing the same event, your data will be doubled. Always use one or the other.- Ignoring Direct Traffic: If you see a massive spike in "Direct" traffic, it usually means your UTM parameters are broken or missing. Direct is often just "untagged" traffic.
- Short Lookback Windows: Some businesses set their attribution window to 7 days. If your service (like a home renovation or legal service) has a 30-day consideration period, you'll lose data. Set your window to 30 or 90 days in GA4 settings.
Troubleshooting
- Data isn't showing up in GA4: It can take 24–48 hours for processed data to appear in GA4 reports. Check the "Real-time" report first to see if hits are registering.
- Source/Medium shows as 'Unassigned': This happens when GA4 doesn't recognise your UTM tags. Check Google’s Default Channel Group definitions to ensure your tags match their categories.
Next Steps
Now that you have cross-platform tracking in place, the next step is to optimise your budget based on these insights. If you notice that your Facebook ads are the "introducer" but Google Search is the "closer," you should maintain spend on both rather than cutting the one that doesn't show direct sales.Confused by the technical setup? The team at Local Marketing Group can help audit your tracking and set up a custom dashboard for your Brisbane business. Contact us today to get started.