Attribution has never been a technical debate. It’s a political one. While GA4 represents a meaningful step forward from last-click thinking, it remains structurally limited, Google-centric, incrementality-blind, and constrained by short data retention windows. For organizations allocating serious budgets across Meta, LinkedIn, email, offline, and brand channels, relying on GA4 as the single source of truth risks systematic underinvestment and distorted ROI reporting. The modern measurement stack requires triangulation: GA4 for operational signals, multi-touch attribution for directional insight, and marketing mix modelling for strategic calibration. Anything less is guesswork dressed up as precision.