Demo Dashboard — Simulated data for a fictional DTC liver health brand. In production, this dashboard is built on GA4 multi-touch path data joined with platform spend APIs (Google, Meta, TikTok) and Shopify order data as ground truth revenue.
Data Sources & Methodology
Attribution paths: GA4 cross-channel touchpoint sequences via UTM parameters, using a 30-day lookback window
Spend data: Platform APIs (Google Ads, Meta Business Manager, TikTok Ads Manager)
Revenue source: Shopify orders as single source of truth, deduplicated against platform self-reported conversions
Model calculations: Attribution models computed from raw touchpoint sequences, not platform-reported attribution
Note: Platform-reported conversions typically over-count due to overlapping attribution windows. This dashboard uses GA4 as the cross-channel source of truth and deduplicates against actual orders. iOS 14.5+ privacy changes may reduce visibility of some cross-device paths.