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Attribution pervades much of the current discourse in the analytics community but remains mysterious for many of us. In this video, we take a practical approach to breaking down the basics of attribution in the Google Analytics interface and proceed to explore the algorithmic help provided by the data-driven attribution model in Google Analytics 360.

Topics include:

  • inadequacy of single-touchpoint attribution
  • Top Conversion Paths report
  • Model Comparison Tool
  • interpreting the Data-Driven attribution model
  • surprises and new perspectives from multi-touchpoint and data-driven attribution