GA4 Attribution Framework — Demand

GA4 Attribution Framework — Demand Creation vs Demand Capture Analysis Developed a GA4-based attribution framework to separate demand creation from demand capture across channels.

Mapped each channel’s business role (Organic, Paid Search, Performance Max, Direct, Referral) and translated attribution insights into concrete optimization actions — including where to scale, where to constrain spend, and which channels should be treated as structural.

This framework helps service businesses avoid over-investing in demand-capture channels while underfunding true growth drivers.