Google Marketing Platform

[Video] Data-Driven Attribution in Google Analytics 360

Attribution pervades much of the current discourse in the analytics community but remains mysterious for many of us. In this video, we take a practical approach to breaking down the basics of attribution in the Google Analytics interface and proceed to explore the algorithmic help provided by the data-driven attribution model in Google Analytics 360.

Topics include:

  • inadequacy of single-touchpoint attribution
  • Top Conversion Paths report
  • Model Comparison Tool
  • interpreting the Data-Driven attribution model
  • surprises and new perspectives from multi-touchpoint and data-driven attribution

[videoembed url=”https://youtu.be/tNr4DU8ofNs”]

CP Marketing

Share
Published by
CP Marketing

Recent Posts

Optimizing user experiences with Digital Experience Analytics (DXA) platforms

As consumers become increasingly digitally savvy, and more and more brand touchpoints take place online,…

2 weeks ago

Enabling Value-Based Bidding with Google Tightlock

Marketers are on a constant journey to optimize the efficiency of paid search advertising. In…

4 weeks ago

Resolving “Unassigned” Traffic in GA4

Unassigned traffic in Google Analytics 4 (GA4) can be frustrating for data analysts to deal…

1 month ago

This website uses cookies.