How to Build a First-Party Identity Graph in BigQuery for Marketing Attribution

A first-party identity graph can reconnect customer journeys that GA4, ad platforms, and cookies leave fragmented. We explain how Shopify brands can use GA4, BigQuery, and first-party data to improve attribution and give paid media the credit it actually earned.

Marketing Attribution, Web AnalyticsPaul NewnesOctober 6, 2026Advertising, Attribution modeling, Analytics, Google Analytics, Shopify, Server-side

Shopify Attribution: The 10 Ways Your Revenue Gets Misassigned (and How to Fix Them)

This guide walks through the 10 most common ways Shopify revenue gets misassigned and what to do about each one. The goal isn’t perfect attribution (it doesn’t exist). The goal is decision-grade attribution: reliable enough to allocate spend confidently and defend the story in a CFO meeting.

Web AnalyticsJason KowalJanuary 1, 2026Shopify, Attribution modeling, Analytics

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