In this session, Keegan will show attendees how to build a practical multi-touch, multi-channel attribution system using GA4, BigQuery, and Looker Studio without buying another attribution platform. He will walk through how to use GA4 export data in BigQuery to create a more flexible view of the customer journey, then turn that data into reporting that is actually useful for budget, channel, and optimization decisions. Attendees will leave with a clear framework for moving beyond platform-reported performance and building more credible attribution reporting with tools they likely already have access to.