Attribution Modelling in Google Analytics and Beyond

by Himanshu Sharma

“Attribution Modelling is the first wonder of the Marketing World. He who understands it, earns it; he who doesn't, pays it.”

For many people, Attribution Modelling is still a mumbo jumbo. They may have heard about it somewhere. And they may have a vague idea of what it is but they don’t really know how to use and benefit from it.

And that is because attribution modelling is full of jargon.

We have got ‘ last click conversions ’, we have got ‘ first click conversions ’, ‘ data-driven conversions ’.

We have got ‘ click-through conversions ’, we have got ‘ view-through conversions ’.

Then we have got dozens of different attribution windows , conversion windows , attribution models .

And then under each attribution window, conversion window and attribution model, we can have a range of different conversion volume and conversion values .

Then we have got different types of cost per acquisitions (CPA) like Last Interaction CPA , Last non-direct click CPA , Linear CPA , Time Decay CPA …. and the list goes on and on.

And the biggest headache of all is to decide which attribution window, conversion window and/or attribution model to use for optimizing marketing campaigns and interpreting data.

All of this has made web analytics and optimization incredibly hard and complex.

However, you need to learn all of this attribution modelling jargon. And not just learn it but truly understand it, if you want to remain relevant in the current marketplace and in demand.

Attribution modelling is the process of understanding and assigning conversion credit to marketing channels.

The primary objective of attribution modelling is to understand the buying behaviour of your website visitors and to determine the most effective marketing channels for investment at a particular point in time.

A lot has been said about attribution modelling over the years. However, talking about attribution is the easy bit. Implementing it is the real challenge. This book has been written to help you implement attribution modelling in your organisation.

This expert guide will help your organisation think about marketing holistically. It will teach you to leverage the knowledge of attribution modelling while allocating your marketing budget and helping you understand your users’ buying behaviour.

In this book, there is a strong focus on using Google Analytics and other Google tools and technologies, such as Google Ads.

Any person who wants to improve the online performance of their business and marketing campaigns should read this book. Online marketers, web analysts, and data scientists will benefit the most from this book.

I have explained various attribution models mainly in the context of Google Analytics. However, a large portion of this book does not deal with Google Analytics at all.

So even if you have never used Google Analytics before, you can still benefit from this book.

499 pages, Paperback

Published September 16, 2021

Reviews

[Elia Antoldi · Rating 3 out of 5]

Esaustive but a bit redundant information thrown through the book. A meager writing but very appreciated for getting straight to the point.