After starting off with an attribution package for reporting purposes in 2021, Christopher and the analytics team at Bergzeit gradually refined the use of attributed conversion values for marketing channel decisions. In 2023, the team started building a realtime attribution solution based on Google Cloud services, feeding attributed conversion weights into Serverside Tag Manager, along with other value adjustments like profit. With lessons from many iterations and the ever-changing landscape of measurement, the question remains: is it worth it to build an attribution solution that supports realtime use cases, or is it better to buy or not implement at all? Christopher will share practical lessons and technical details, business results and his own perspective on how to approach the decision space.