Google Analytics: Attribution modeling Online Module — Delivered Live

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    2.5 hour live event

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    Participatory exercises

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    100% Trainer-led

Course overview

Make sure you attribute your visitor’s journey correctly by taking this course on mastering Attribution Modeling.

This is course 14 of 17 in the:

Google Analytics Curated Stream

Key benefits

Take these learning outputs away with you:

  • 1

    An introduction to Attribution Modeling

    What it is, why it’s important and the difference it makes to your marketing

  • 2

    The different Attribution Models

    Compare different Attribution Models and learn which one is best for you

  • 3

    Using Google Attribution

    Understand how GA constructs its Attribution Models and how you can use them to improve the Customer Journey

Course Program

These days, marketing takes place through a multitude of different channels – online and offline. That begs the question: when you start seeing the fruits of your labors, how do you know which channels are delivering more visitors and customers than others? The answer lies in Attribution Modeling.

This course will equip you with all the tools to master Attribution Modeling with the help of Google Tag Manager. Get a grounding in the key concept of attribution modeling, including an exploration of multi-funnel reporting and how it can create confusion instead of clarity. Take a tour of different types of attribution models – both classic and new – and discover how to choose which one is right for you. Track your customer’s path to your site – find ways of shortening this journey and learn which channels are most effective at delivering them to you. Last, but not least, you’ll find out how to track marketing campaigns from a variety of sources, from email to social and even offline, using URL Builder, campaign tagging as well as cost analysis and reporting tools.

Book your place now to equip yourself with the skills and tools required to discover which marketing channels resonate best with your target audience.

Introduction to Attribution Modeling

  • The Challenge of Modern Marketing: explore how multi-channel marketing creates confusion and a lack of clarity
  • Credit where Credit is Due: the importance of understanding and mapping the Customer Journey
  • How and Why Attribution Modeling was Developed: multi-funnel reporting explored and explained

Different Types of Attribution Models

  • Standard Models in Use: see why simple models such as Last and First Click are simply a starting point
  • Newer Attribution Models: learn how Linear, Time Decay, Algorithmic and other Attribution Models provide a richer picture of the Customer Journey
  • Choosing your Attribution Model: explore which Attribution Model is best for your organization and learn how to test which is the right one for you

How to Track The Customer Journey in GA

  • First Interaction Analysis: see how GA can tell you when customers start their conversion journey with the Lookback Window
  • Time Lag and Path Length: understand how long it takes for visitors to reach your site and how you can shorten it
  • Top Conversion Paths: use GA to see which channels to your website are the most effective in bringing quality, targeted visitors

Tracking Marketing Campaigns

  • Using the URL Builder: ensure that every link or click you post from your email marketing to Social Media is trackable and identified in GA
  • Campaign Tagging: tagging non-Ads CPC, Email Campaigns and Social Media and understanding the role of the Cookie
  • Cost Analysis and Reporting: monitoring the impact of offline marketing with advanced tools and analysis

Upcoming dates

  • FEB 6

    Google Analytics: Attribution modeling

    Join today
  • MAY 14

    Google Analytics: Attribution modeling

    Join today
  • AUG 5

    Google Analytics: Attribution modeling

    Join today


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Alexandra Charleston
S&C Electric Company
I appreciated that we started with the basics. I've just begun dabbling in GA, so it was nice to have time dedicated to explaining some of the core functionality and highlighting a few easily overlooked features before diving into more complex topics...some of the instruction required a bit of a technical explanation, the trainer did a great job simply explaining everything.

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