The Complete Marketing Attribution Course

Explore the typical marketing channels—direct traffic, organic search (search engine optimization), social, referrals, and email—and their paid counterparts like paid search, display, paid social, and affiliates, through attribution.

Discover how marketing attribution divides credit among traffic channels that lead to a purchase. Explore how attribution models influence ROI and budget allocation.

Learn how attribution models allocate credit across touchpoints: last touch, first touch, and multi-touch like position-based, linear, and time decay, across Google AdWords, Facebook, and SEO.

Learn how last touch and position-based attribution allocate credit across a customer journey, with first and last touches receiving 40% each and middle touches sharing the remaining 20%.

Compare last touch, first touch, position-based, time decay, and linear attribution models, and choose the best fit for short sales cycles, brand awareness, or multi-touch campaigns.

Explore how to choose an attribution model by comparing brand awareness and conversion goals through quiz scenarios, showing when First Touch or Last Touch fits best.

Explore the two main ways to identify traffic: url parameters (utms) and referring domains, using utm_source, utm_medium, utm_campaign, and practical data integrity practices.

Learn how to set up utm parameters for Facebook campaigns, evaluate which parameters enable campaign and channel level attribution in GA, and understand traffic when utm data is missing.

Learn to view campaign performance by channel in Google Analytics, use attribution models with the model comparison tool, and understand goals and e-commerce tracking in the free version.

Explore advanced marketing attribution by examining model variants like last non-direct and position-based models, and learn to customize credit allocation, decay, and direct handling in Google Analytics.

Explore the time dimension in attribution by adjusting look-back windows and comparing acquisition and retention models, including last interaction and first interaction, using Google Analytics to measure conversions and revenue.

Explore how direct traffic is measured, the limits of last touch attribution, and how offline and view-through value affect marketing attribution across channels.

Celebrate finishing the complete marketing attribution course and join the q&a to ask questions. Share feedback through ratings and reviews to help future students and improve the course.