Marketing Attribution in BigQuery

The Blueprint for Senior Marketing Analysts. Stop just reporting on what happened. Start telling the business what to do.

This isn't just a coding course. It's a career accelerator designed to bridge the gap between a Junior Analyst and a Marketing Data Lead. While most analysts are stuck fighting with GA4 limitations, you will be building the "Source of Truth" for your company.

Who is this course for?

• Marketing Analysts who want to interpret conversion data correctly, work with attribution models in BigQuery, and drive profit through data-driven decisions.

• Product Analysts who need to master attribution model nuances, set up product metrics effectively, and measure how marketing impacts key performance indicators.

What you'll learn across 6 modules:

• Introduction to Attribution — what it is, why it matters, and an overview of key models.

• Preparing Your Data — importing data into BigQuery and working with traffic sources.

• Sessionization in BigQuery — building sessions for accurate analysis.

• Attribution Models: First Click & Last Click — comparing models and calculating them in BigQuery.

• Linear Attribution Model — calculating and interpreting linear models hands-on.

• Attribution in Python — advanced techniques and custom attribution calculations.

What's included:

• 15 concise 30-minute online lessons packed with theory and real-world examples.

• Hands-on homework after every module with personalized feedback.

• Pre-written SQL code and templates you can apply immediately.

• Lifetime access to all lesson recordings.

• Real-world data practice from actual client projects.

Why it matters: Most companies waste marketing budgets because they misunderstand attribution. After this course you will confidently work with data in BigQuery, accurately evaluate each channel's contribution to revenue, improve ROI through smarter budget decisions, and deliver clear, actionable reports to your leadership team.

Your instructor, Alex Ignatenko, is a marketing and product analyst with 15 years of experience, creator of the Telegram blog "Attribution Model," speaker at ProductCamp and MeasureSummit, and founder of the dedicated analytics team Add2Cart. He has helped more than 30 companies build robust analytics systems.

Build attribution the right way — fast, structured, and practical.