I'm building an attribution dashboard for an e-commerce brand with Meta, Google, TikTok, and email. What should I use?

For an e-commerce attribution dashboard across Meta, Google, TikTok, and email, the best setup is usually:

Recommended stack

1) Source of truth: first-party data warehouse

Use BigQuery (common/easy) or Snowflake to centralize:

• orders / revenue
• customers
• product data
• UTMs
• ad platform spend + clicks + impressions
• email sends / opens / clicks
• website events

This gives you a clean, durable foundation instead of relying only on platform-reported metrics.

2) Data collection / piping

Use a connector tool like:

• Fivetran
• Airbyte
• Stitch
• native integrations if your stack is small

Pull in:

• Meta Ads
• Google Ads
• TikTok Ads
• Klaviyo / Attentive / other email platform
• Shopify / WooCommerce / Magento
• ideally GA4 and server-side events

3) Attribution layer

If you want a dashboard that goes beyond last-click, use one of these approaches:

Best for control and transparency:

• Build your own attribution model in the warehouse
  • last-click
  • first-click
  • linear
  • time decay
  • position-based
  • data-driven rules you define

Best for more advanced MMM / incrementality:

• Measured
• Northbeam
• Triple Whale
• Rockerbox
• Northbeam is often popular for DTC/e-commerce

These tools are more “ready-made” for e-commerce attribution and usually faster to deploy than building everything yourself.

4) Dashboarding / BI

Use:

• Looker Studio if you want cheap/simple
• Mode or Metabase for flexible analytics
• Looker or Tableau if you need a more robust enterprise setup

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What I’d recommend depending on your situation

If you want the fastest path:

Triple Whale or Northbeam + Shopify + ad connectors + GA4

• quickest to launch
• good for e-commerce teams
• built-in channel attribution views

If you want maximum control and scalability:

BigQuery + Fivetran/Airbyte + dbt + Metabase/Looker

• best long-term architecture
• you own the logic
• easier to customize attribution and reporting

If you’re a small team and need something practical:

BigQuery + GA4 + Shopify + Meta/Google/TikTok/Klaviyo connectors + Looker Studio

• lower cost
• enough for a solid dashboard
• can grow into a more advanced stack later

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Important note on attribution

No dashboard will give perfect truth from platform data alone because:

• Meta, Google, TikTok all use different attribution windows
• email often gets overcredited in last-click
• iOS/privacy limits tracking
• platform-reported conversions are not comparable out of the box

So your dashboard should ideally include:

• platform-reported performance
• sitewide conversion truth from your store/warehouse
• blended ROAS / MER
• incrementality tests if possible
• attribution model comparisons

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Minimum metrics to include

For each channel:

• spend
• impressions
• clicks
• CTR
• CPC
• conversions
• revenue
• CPA
• ROAS

And overall:

• total revenue
• blended MER
• contribution by channel
• new vs returning customers
• CAC / LTV if possible
• attribution model comparisons

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My practical recommendation

If you’re asking “what should I use?” and you want a direct answer:

Best all-around choice for a growing e-commerce brand:

BigQuery + Fivetran/Airbyte + dbt + Metabase/Looker with optional Northbeam or Triple Whale if you want a prebuilt attribution layer.

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If you want, I can also give you:

1. a cheap stack
2. a best-in-class stack
3. a schema for the dashboard
4. a recommended attribution model setup for Meta/Google/TikTok/email