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01 / 03Measurement systemLive system

Multi-source attribution for UK service businesses

Overview

A transparent measurement system that turns five disconnected marketing sources into an inspectable cost per enquiry.

Role
System architecture · Data engineering · Attribution logic
Stack
Python · SQL · Postgres · REST APIs · ETL
Open interactive demo Discuss this work
Interactive attribution diagram connecting five marketing sources to enquiries
Portfolio demonstration · illustrative data · no client records shown
01 / Challenge

The problem worth solving.

Owners were spending across Google Ads, Meta, organic search and Google Business Profile with no honest answer to a simple question: which activity actually produced an enquiry?

02 / System architecture

How the parts connect.

  1. 01

    Vendor APIs

  2. 02

    Scheduled ingestion

  3. 03

    Normalised Postgres model

  4. 04

    SQL attribution models

  5. 05

    Decision dashboard

03 / Implementation

From ambiguity to a working system.

  1. 01

    Built scheduled ingestion jobs against Google Ads, GA4, Search Console, Meta and Google Business Profile APIs.

  2. 02

    Normalised mismatched channel schemas into a shared Postgres model before calculating performance.

  3. 03

    Joined click identifiers and first-party enquiry data, with repeat-contact de-duplication.

  4. 04

    Implemented position-based and last-non-direct attribution side by side in SQL so assumptions remain inspectable.

04 / Engineering decisions

Normalise before attribution

Each source defines campaigns, conversions and dates differently. A shared schema keeps model logic independent from vendor formats.

Keep models comparable

Running two attribution views side by side exposes where a single last-click answer would hide earlier influence.

Record data quality

Source gaps and unresolved joins are surfaced instead of silently presented as complete measurement.

05 / Outcomes and current status
5sources unified
Dailyautomated refresh
Per-channelcost per enquiry
06 / Constraints and limitations

What the demonstration does not claim.

  • Vendor APIs use different schemas, authentication models and refresh windows.
  • Attribution is a decision model, not ground truth; assumptions must remain visible.
  • The public demonstration uses an illustrative flow and contains no client data.
07 / Technology
PythonSQLPostgresREST APIsETL