Learning Paths

Media attribution and modelling

Learn how to use Google Analytics 4 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 in Google Analytics 4 and 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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This module is in the Google Analytics 4 Learning Path

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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