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BGX Solutions Amanda Schlumpf | Strategic Marketing & Litigation Expert Witness
Forensic Analytics & Audits

GA4, Ad Tech Tracking & Multi-Touch Attribution Forensic Expert

"Can GA4 logs, ad tech tracking infrastructure & multi-touch attribution substantiate web traffic integrity?"

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Web analytics reports look authoritative, but they depend on how tags were configured, how consent and filtering were handled, and which attribution model assigned credit. In litigation, those configuration choices can make or break a traffic, conversion, or lost profits claim.

BGX Solutions audits the tracking infrastructure behind the numbers, including GA4 properties, tag management containers, server logs, and ad server parameters, to determine what the data can and cannot reliably prove.

Questions Counsel Bring to Us

  • Do the analytics reports reflect actual traffic, or tracking artifacts and bot activity?
  • Which referral sources and campaigns actually drove visits and conversions?
  • How sensitive are conclusions to the attribution model chosen?
  • Were tags, filters, or consent settings changed during the relevant period?
  • Do platform-reported advertising results reconcile with site-side data?

Evidence We Typically Request

  • GA4 property event logs and configuration history
  • Google Tag Manager or other tag management container versions
  • Web server and CDN logs
  • Ad server and campaign URL parameters (UTMs, click IDs)
  • Advertising platform performance reports
  • Agency and internal marketing performance reporting

Not sure what to request? Retaining a consulting expert before serving discovery helps ensure the right records are preserved and produced.

Related Matters

U.S. District Court, Northern District of Illinois

Madison Street Properties v. Marcus Corp.

Federal litigation involving digital commercial presence, web traffic attribution integrity, and digital marketing misrepresentation claims.

Attribution Audit Forensic web traffic auditing and digital advertising reporting validation.
AAA Commercial Arbitration

Amarussein Investments (Tolkowsky) v. Signet Jewelers Brands Ltd.

International commercial arbitration concerning luxury diamond brand licensing, digital co-op advertising compliance, and standalone Direct-to-Consumer (DTC) launch economics. Partnered directly with the economic damages team to conduct a comprehensive, full-funnel ("soup-to-nuts") cost and operational validation for a DTC e-commerce business model, including CAC, tech infrastructure, media scaling, and fulfillment expenses.

DTC Damages Validation Full end-to-end operational cost validation for standalone DTC e-commerce business models in partnership with economic damages team.
District Court of Texas

Kenco Sales v. VersaBucket, LLC

State commercial litigation concerning product marketing misrepresentation, targeted digital promotional campaigns, and market share impact.

Market Analysis Digital promotional execution analysis and commercial market impact.

See all case experience

Frequently Asked Questions

When should counsel request analytics data in discovery?

As early as possible. Advertising logs and server-side analytics are often subject to short retention cycles. Retaining an expert before issuing Rule 34 requests helps ensure you ask for the exact logs, configuration histories, and attribution parameters required.

Can you work from screenshots or exported reports instead of direct access?

Exported reports and structured productions can be audited, but read-only property access or raw event exports allow verification of configuration and data integrity that summary reports cannot show. We advise counsel on what to request for the strongest foundation.

Have a Matter Involving GA4, Ad Tech & Attribution Forensics?

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