Get started with attribution modeling by exploring the default attribution models for Google. In this video, Adriaan Brits discusses attribution models, including last interactions, last non-direct click, last AdWords clicks, first interactions, linear, t
In order to find your Attribution models…in your Google Analytics account,…first log in,…and then take a look towards the left-hand side…under the Report area.…The last option there is Conversions.…If you expand on that,…and scroll all the way to the bottom,…under attribution is a model comparison tool.…If you want to click on that,…it will then open up the area for Attribution Modeling…and once you're here,…you can click on this Model Attribution tool.…
You'll notice that it opens up all of the…available Attribution Models…that you can use to give credit to your marketing efforts.…Google Analytics also gives you the chance to compare…up to three models side by side if you would like to,…so in the second column,…I can choose a different model…and I compare it side by side.…As you will see, the Default Models…are Last Interaction, Last Non-Direct Click,…Last AdWords Click, First Interaction,…Linear, Time Decay,…and Position Based.…
But what exactly are the differences…between these models?…Lets walk through each of them.…
Note: This course picks up where Google Analytics Essential Training leaves off. If you have questions about how Google Analytics works straight out of the box, see that course for more information.
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- Measuring the performance of search engines over time through segmentation
- Doing more with analytics
- Understanding user intent
- Setting up site search
- Using content grouping
- Building customized team reports
- Setting up operational dashboards
- Fault reporting with segmentation
- Conversion rate analysis
- Creating a custom attribution model