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Media attribution and modelling

Learn how to use Google Analytics to review the relative effectiveness of different media channels in achieving goals for a website

Module purpose

When a customer buys from you or a lead is generated, do you know what brought them to your website?

In this module, we will look at media attribution how much credit you should assign to different marketing channels when achieving a website outcome.

How is the Learning Path structured?

Objectives
What is media attribution?
Attribution models
Choosing an interaction model
Building custom attribution models
Summary

Learning Objectives

Explain the concept of attribution and why it is important
Compare different attribution models available in Analytics
Assess the options custom attribution models

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Business

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This module is in the Google Analytics Learning Path

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