Marketing Attribution Models

When a customer interacts with your brand across multiple channels before converting, which channel gets the credit? Marketing attribution answers this question — and getting it right determines how you allocate your budget. This course covers every major attribution model: first-touch, last-touch, linear, time-decay, position-based, and GA4's data-driven attribution. You'll learn the strengths and weaknesses of each model, how to implement UTM parameters for accurate campaign tracking, how to address cross-channel and cross-device measurement challenges, and how to navigate attribution in a cookieless, privacy-first world. We cover practical scenarios showing how different attribution models can lead to completely different budget decisions, and guide you through building an attribution strategy that gives your marketing team the confidence to invest in the right channels.