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Learning Paths

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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This module is in the Google Analytics Learning Path

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Starter members get full access to this and 8 other Learning Paths.

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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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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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