Attribution in Google Analytics 360: Analytical Training

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What is attribution in Google Analytics 360? In a nutshell, attribution is the assigning of credit for a session data to an external initiative for the purpose of understanding that initiative’s contribution to achieving strategic objectives. The primary focus of attribution is around goal conversions that are triggered during a user’s session. Attribution asks and then answers; who gets credit for a conversion, and how much credit should they receive?

Join Dave Fimek, Lead Analytics Consultant, as he takes an analytical approach to attribution in Google Analytics 360 by analyzing the data Google Analytics provides around attribution.

This webinar covered technical details of attribution including:

• Goal configuration
• Regular Expressions
• Default attribution reporting model explained
• Default channel grouping reporting and customization
• Multi-Channel Funnels
• Attribution Project (beta)