Introduction to Attribution Modeling

Estimated duration: 5 minutes
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 which drive a prospect towards 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.