Introduction to Attribution | Marketing Analytics for Beginners | Part-6
In Google Analytics, attributions are a set of rules that help monitor and attribute which channels, posts, and assets are creating sales opportunities. Attributions help identify specific touchpoints that drive a prospect toward making a purchase.
In this video, we talk about some of the most common attribution models:
1. First Touch Attribution,
2. Last Touch Attribution,
3. Linear Attribution, and
4. Time Decay Attribution.
Learning about these models can help assign credit to a specific channel or page for a sales conversion. This is especially useful to gain clarity on what aspects of your strategy are working and which are not.
Table of Contents:
0:00 – Introduction to attribution
0:47 – Assigning credit using an attribution model
1:38 – Different types of attribution models
1:54 – First touch attribution
2:13 – Last touch attribution
2:27 – Linear attribution
2:41 – Time decay attribution
3:07 – Summary
You can find the complete list of videos here: • Marketing Analytics for Beginners
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