In the world of digital marketing, understanding the effectiveness of your marketing channels and campaigns is essential for driving growth and optimizing your marketing strategies. While in the past this analysis focused upon first, or usually, last touch, the multitude of touchpoints a user is exposed to today requires looking at all touchpoints across the user journey.
Attribution models play a crucial role in assigning credit to various touchpoints along the customer journey, helping you understand which channels and interactions contribute to conversions. This will allow you to determine the true value of your marketing channels and campaigns in helping move a user towards a conversion.
Download this comprehensive guide to explore attribution models in Google Analytics 4 (GA4) and delve into the concept of conversion attribution.