Default & Custom Google Analytics Attribution Models Explained
Table of Contents for Default & Custom Google Analytics Attribution Models Explained
- Introduction to Google Analytics attribution models
- Introduction to default attribution models in Google Analytics
- Different types of default attribution models in Google Analytics
- Last interaction attribution model
- First interaction attribution model
- Linear attribution model
- Time decay attribution model
- Position-based attribution model
- Last non-direct click attribution model
- The last ad click attribution model
- Data-driven attribution model
- Which attribution model to use in Google Analytics
- How to view default attribution models available to you in Google Analytics
- Custom attribution models in Google Analytics
This article is in conjunction with the article: Beginners guide to Attribution Modelling in Google Analytics, where I introduced the concept of attribution modelling in the context of Google Analytics and explained the various components of attribution modelling in great detail.
So if you have not already read that article, then I would strongly suggest you read it first. The knowledge acquired through that article will help you greatly in understanding the present article.
Introduction to Google Analytics attribution models
An attribution model is a set of rules that determine how credit for conversions should be attributed/distributed to various touchpoints in a conversion path.
In the context of Google Analytics, attribution models can be broadly classified into two categories:
- Default attribution models
- Custom attribution models
Introduction to default attribution models in Google Analytics
The default attribution model (also known as the baseline model) are pre-built models that define how credit for conversion should be distributed to various interactions (or touchpoints) in a conversion path before the custom credit rules are applied.
Get the Free E-Book (52 Pages)
Different types of default attribution models in Google Analytics
Google Analytics provides eight different types of attribution models. They are:
- Last interaction attribution model (popularly known as the last touch attribution model)
- First interaction attribution model (popularly known as the first touch attribution model)
- Linear attribution model
- Time decay attribution model
- Position based attribution model
- Last non-direct click model
- Last Ad Click
- Data-Driven Attribution Model
#1 Last interaction attribution model (last touch attribution model)
The Last interaction attribution model assigns 100% credit for a conversion to the last interaction (or touchpoint) in a conversion path. Google Analytics uses this model by default for Multi-channel funnel reports.
Issues with Last Touch Attribution Model
In the last touch attribution modelling, 100% conversion is attributed to the last acquisition channel/touchpoint.
For example, let us consider that I followed the following conversion path:
- I read a blog post on your website.
- After 3 days I saw your display ad on a website
- After 2 days I read a review of your product on some website.
- After 4 days I decided to make a purchase. So I made a search using a non branded keyword and clicked on your PPC ad on Google.
- Just to make sure that I am going to get the best deal, I went to a product comparison site. Being satisfied with your product pricing I decided to make a purchase during the weekend.
- During the weekend I again searched on Google but this time used a branded keyword and clicked on your organic search listing.
- I made a purchase from your website.
Here I was exposed to multiple acquisition channels (blog post, display ad, product review, paid search, etc). Each of these exposures is considered a touch. So I was exposed to six different acquisition channels before I made a purchase.
Now according to the last touch attribution model, the conversion (making a purchase) is attributed to organic search.
Most analytics software by default use last touch attribution so they will also report to you that I searched for your website on Google through a branded keyword and then made a purchase. So the acquisition channel responsible for your sale is ‘organic search’.
As you can see from the chart above, this is not true. six acquisition channels have played an important role in the conversion on your website.
Another issue with the last touch attribution model is that it is not truly the last touch as it doesn’t take into account those last touches which happened offline or on devices (like a smartphone) where the online behaviour/conversion can not be easily tied to the person who started the conversion process.
So for example after clicking on the organic search result, I saw an ad in a magazine and then made a purchase. The last touch attribution model in Google Analytics will still give credit for the conversion to organic search as Google Analytics can’t associate me with the magazine ad.
#2 First interaction attribution model
The First interaction attribution model assigns 100% credit for a conversion to the first interaction (or touchpoint) on a conversion path.
Issues with First Touch Attribution Model
In the first touch attribution model, 100% conversion is attributed to the first touch (in my case blog post). So according to this model, I read your blog post and then made a purchase decision on that basis.
This is also not true. I also saw your display ad, read a review of your product, clicked on your PPC ad, visited a product comparison website and clicked on your organic search listing before making a purchase. All these acquisition channels influenced my purchase behaviour.
Just as the last touch attribution can lead to misallocation of resources, over-crediting the first touch can mislead as well. Neither first touch nor last touch provides a good understanding of the buying behaviour.
#3 Linear attribution model
The Linear attribution model assigns equal credit for a conversion to each interaction on a conversion path.
#4 Time decay attribution model
The Time Decay attribution model assign more credit to the interactions which are closest in time to the conversion.
#5 Position-based attribution model
The Position-based attribution model assigns 40% credit to the first interaction, 20% credit to the middle interactions and 40% credit to the last interaction.
#6 Last non-direct click attribution model
The Last non-direct click attribution model assigns all the credit for conversions to the last non-direct click on a conversion path.
Google Analytics uses this model by default for non-Multi channel funnel reports.
#7 The last Google Ads click attribution model
The Last Google Ads click attribution model assigns all the credit for conversions to the last Google Ads click on a conversion path.
#8 Data-driven attribution model
The data-driven attribution model uses an algorithm to assign credit for conversions to various touchpoints on a conversion path. In this model, values are assigned to touches in proportion to their contribution to conversion.
To learn more about the data driven attribution model, check out this article: Google Analytics Data Driven Attribution Model Tutorial
Get my best selling books on Attribution Modelling
- Learn to implement attribution modelling in your organisation
- Understand the customer purchase journey across devices
- Determine the most effective marketing channels for investment
Click book covers to find out more
Which attribution model to use in Google Analytics?
There is no one size fit all attribution model. The selection of the attribution model depends mainly on your business model and your advertising objectives.
For example, use the last touch attribution model when the least amount of buying consideration is involved. Use the first touch attribution model, if brand building/brand awareness is very important for you.
To learn more about selecting an attribution model, read this article: Which Attribution Model to use in Google Analytics?
How to view default attribution models available to you in Google Analytics?
To view the default attribution models available to you, follow the steps below:
Step-1: Navigate to ‘Model Comparison Tool’ (under Conversions > Attribution) in your Google Analytics view:
Step-2: Click on ‘Select Model’ drop-down menu:
You can then see the list of all available default attribution models in your GA view:
Note: If you don’t see ‘data-driven attribution’ model in the ‘Select Model‘ dialog box and you use GA premium/360, then it means this model is not enabled for your GA view.
Read this article, to enable this model: How to set up Data-driven attribution model in Google Analytics
Custom attribution models in Google Analytics
As the name suggests these attribution models are developed by people like me and you. They are user-defined attribution models.
When you build your own attribution model, you create your own rules to assign credit to different interactions in a conversion path. These rules are known by the name ‘custom credit rules’ in Google Analytics.
The data-driven attribution model is a good example of a custom attribution model. This model assigns credit to interactions in proportion to their contribution to conversion. This model is not supported by Google Analytics.
You can learn more about creating your attribution models, through this article: How to create a Custom Attribution Model in Google Analytics.
Other Articles on Attribution Modelling
- How to analyse and report the true value of your SEO Campaign
- How to valuate Display Advertising through Attribution Modelling
- Understanding Shopping Carts for Analytics and Conversion Optimization
- 6 Keys to Digital Success in Attribution Modelling
- Google Analytics Attribution Modeling Tutorial
- How to Measure and Improve the Quality of SEO Traffic through Google Analytics
- How to explain attribution modelling to your clients
- Default and Custom Attribution Models in Google Analytics
- Understanding Missing Touchpoints in Attribution Modelling
- What You Should Know about Historical Data in Web Analytics
- Model Comparison Report Explained in Google Analytics Attribution
- Data-Driven Attribution Model in Google Analytics – Tutorial
- Conversion Lag Report Explained in Google Analytics Attribution
- Selecting the Best Attribution Model for Inbound Marketing
- How to do ROI Analysis in Google Analytics
- Conversion Credit Models Guide – Google Analytics Attribution
- Introduction to Nonline Analytics – True Multi Channel Analytics
- Conversion Types Explained in Google Analytics Attribution
- Attribution Channels Explained in Google Analytics Attribution
- Differences Between Google Attribution & Multi-Channel Funnel Reports
- Introduction to TV Attribution in Google Analytics Attribution 360
- Conversion Credit Distribution for Attribution Models in Google Analytics
- Conversion Paths Report Explained in Google Analytics Attribution
- Attribution Model Comparison Tool in Google Analytics
- Touchpoint Analysis in Google Analytics Attribution Modelling
- Attributed Conversions & Attributed Revenue Explained in Google Attribution
- Which Attribution Model to use in Google Analytics?
- Google Attribution Access and User Permissions – Tutorial
- Conversion Path Length Report Explained in Google Analytics Attribution
- How to set up a data-driven attribution model in Google Analytics
- View-Through Conversion Tracking in Google Analytics
- Offline Conversion Tracking in Google Analytics – Tutorial
- How to Create Custom Attribution Model in Google Analytics
- 8 Google Analytics Conversions Segments You Must Use
- You are doing Google Analytics all wrong. Here is why
- How to Use ZMOT to Increase Conversions and Sales Exponentially
- Connected Properties Explained in Google Analytics Attribution
- Marketing Mix Modelling or Attribution Modelling. Which one is for you?
- How is attribution modelling helpful for ecommerce and non-ecommerce websites?
- Conversion Time & Interaction Time Explained in Google Analytics Attribution
- How to Allocate Budgets in Multi Channel Marketing
- How Does Attribution Work?
- Data-Driven Attribution Model Explorer in Google Analytics
- Introduction to Attribution Beta – Attribution Project in Google Analytics
Frequently Asked Questions About Default & Custom Google Analytics Attribution Models
What is an attribution model?
An attribution model is a set of rules that determine how credit for conversions should be attributed/distributed to various touchpoints in a conversion path.
What are default attribution models in Google Analytics?
The default attribution model (also known as baseline model) are pre-built models that define how credit for conversion should be distributed to various interactions (or touchpoints) in a conversion path before the custom credit rules are applied.
Which attribution models are available in Google Analytics?
Google Analytics provides eight different types of attribution models. They are:
1) Last interaction attribution model (popularly known as last-touch attribution model)
2) First interaction attribution model (popularly known as First touch attribution model)
3) Linear attribution model
4) Time Decay attribution model
5) Position based attribution model
6) Last non-direct click model
7) Last Ad Click
8) Data-Driven Attribution Model
Which attribution model should I use in Google Analytics?
There is no one size fit all attribution model. The selection of the attribution model depends mainly on your business model and your advertising objectives.
For example, use the last touch attribution model when the least amount of buying consideration is involved. Use the first touch attribution model, if brand building/brand awareness is very important for you.
What are custom attribution models in Google Analytics?
As the name suggests these attribution models are developed by people like me and you. They are user-defined attribution models.
When you build your own attribution model, you create your own rules to assign credit to different interactions in a conversion path. These rules are known by the name ‘custom credit rules’ in Google Analytics.
Register for the FREE TRAINING...
"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."
Here’s what we’re going to cover in this training…
#1 Why digital analytics is the key to online business success.
#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.
#3 Why Google and Facebook ads don’t work for most businesses & how to make them work.
#4 Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
#5 The number 1 reason why conversion optimization is not working for your business.
#6 How to advertise on any marketing platform for FREE with an unlimited budget.
#7 How to learn and master digital analytics and conversion optimization in record time.
My best selling books on Digital Analytics and Conversion Optimization
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and BeyondSECOND EDITION OUT NOW!
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.
About the Author
Himanshu Sharma
Table of Contents for Default & Custom Google Analytics Attribution Models Explained
- Introduction to Google Analytics attribution models
- Introduction to default attribution models in Google Analytics
- Different types of default attribution models in Google Analytics
- Last interaction attribution model
- First interaction attribution model
- Linear attribution model
- Time decay attribution model
- Position-based attribution model
- Last non-direct click attribution model
- The last ad click attribution model
- Data-driven attribution model
- Which attribution model to use in Google Analytics
- How to view default attribution models available to you in Google Analytics
- Custom attribution models in Google Analytics
This article is in conjunction with the article: Beginners guide to Attribution Modelling in Google Analytics, where I introduced the concept of attribution modelling in the context of Google Analytics and explained the various components of attribution modelling in great detail.
So if you have not already read that article, then I would strongly suggest you read it first. The knowledge acquired through that article will help you greatly in understanding the present article.
Introduction to Google Analytics attribution models
An attribution model is a set of rules that determine how credit for conversions should be attributed/distributed to various touchpoints in a conversion path.
In the context of Google Analytics, attribution models can be broadly classified into two categories:
- Default attribution models
- Custom attribution models
Introduction to default attribution models in Google Analytics
The default attribution model (also known as the baseline model) are pre-built models that define how credit for conversion should be distributed to various interactions (or touchpoints) in a conversion path before the custom credit rules are applied.
Get the Free E-Book (52 Pages)
Different types of default attribution models in Google Analytics
Google Analytics provides eight different types of attribution models. They are:
- Last interaction attribution model (popularly known as the last touch attribution model)
- First interaction attribution model (popularly known as the first touch attribution model)
- Linear attribution model
- Time decay attribution model
- Position based attribution model
- Last non-direct click model
- Last Ad Click
- Data-Driven Attribution Model
#1 Last interaction attribution model (last touch attribution model)
The Last interaction attribution model assigns 100% credit for a conversion to the last interaction (or touchpoint) in a conversion path. Google Analytics uses this model by default for Multi-channel funnel reports.
Issues with Last Touch Attribution Model
In the last touch attribution modelling, 100% conversion is attributed to the last acquisition channel/touchpoint.
For example, let us consider that I followed the following conversion path:
- I read a blog post on your website.
- After 3 days I saw your display ad on a website
- After 2 days I read a review of your product on some website.
- After 4 days I decided to make a purchase. So I made a search using a non branded keyword and clicked on your PPC ad on Google.
- Just to make sure that I am going to get the best deal, I went to a product comparison site. Being satisfied with your product pricing I decided to make a purchase during the weekend.
- During the weekend I again searched on Google but this time used a branded keyword and clicked on your organic search listing.
- I made a purchase from your website.
Here I was exposed to multiple acquisition channels (blog post, display ad, product review, paid search, etc). Each of these exposures is considered a touch. So I was exposed to six different acquisition channels before I made a purchase.
Now according to the last touch attribution model, the conversion (making a purchase) is attributed to organic search.
Most analytics software by default use last touch attribution so they will also report to you that I searched for your website on Google through a branded keyword and then made a purchase. So the acquisition channel responsible for your sale is ‘organic search’.
As you can see from the chart above, this is not true. six acquisition channels have played an important role in the conversion on your website.
Another issue with the last touch attribution model is that it is not truly the last touch as it doesn’t take into account those last touches which happened offline or on devices (like a smartphone) where the online behaviour/conversion can not be easily tied to the person who started the conversion process.
So for example after clicking on the organic search result, I saw an ad in a magazine and then made a purchase. The last touch attribution model in Google Analytics will still give credit for the conversion to organic search as Google Analytics can’t associate me with the magazine ad.
#2 First interaction attribution model
The First interaction attribution model assigns 100% credit for a conversion to the first interaction (or touchpoint) on a conversion path.
Issues with First Touch Attribution Model
In the first touch attribution model, 100% conversion is attributed to the first touch (in my case blog post). So according to this model, I read your blog post and then made a purchase decision on that basis.
This is also not true. I also saw your display ad, read a review of your product, clicked on your PPC ad, visited a product comparison website and clicked on your organic search listing before making a purchase. All these acquisition channels influenced my purchase behaviour.
Just as the last touch attribution can lead to misallocation of resources, over-crediting the first touch can mislead as well. Neither first touch nor last touch provides a good understanding of the buying behaviour.
#3 Linear attribution model
The Linear attribution model assigns equal credit for a conversion to each interaction on a conversion path.
#4 Time decay attribution model
The Time Decay attribution model assign more credit to the interactions which are closest in time to the conversion.
#5 Position-based attribution model
The Position-based attribution model assigns 40% credit to the first interaction, 20% credit to the middle interactions and 40% credit to the last interaction.
#6 Last non-direct click attribution model
The Last non-direct click attribution model assigns all the credit for conversions to the last non-direct click on a conversion path.
Google Analytics uses this model by default for non-Multi channel funnel reports.
#7 The last Google Ads click attribution model
The Last Google Ads click attribution model assigns all the credit for conversions to the last Google Ads click on a conversion path.
#8 Data-driven attribution model
The data-driven attribution model uses an algorithm to assign credit for conversions to various touchpoints on a conversion path. In this model, values are assigned to touches in proportion to their contribution to conversion.
To learn more about the data driven attribution model, check out this article: Google Analytics Data Driven Attribution Model Tutorial
Get my best selling books on Attribution Modelling
- Learn to implement attribution modelling in your organisation
- Understand the customer purchase journey across devices
- Determine the most effective marketing channels for investment
Click book covers to find out more
Which attribution model to use in Google Analytics?
There is no one size fit all attribution model. The selection of the attribution model depends mainly on your business model and your advertising objectives.
For example, use the last touch attribution model when the least amount of buying consideration is involved. Use the first touch attribution model, if brand building/brand awareness is very important for you.
To learn more about selecting an attribution model, read this article: Which Attribution Model to use in Google Analytics?
How to view default attribution models available to you in Google Analytics?
To view the default attribution models available to you, follow the steps below:
Step-1: Navigate to ‘Model Comparison Tool’ (under Conversions > Attribution) in your Google Analytics view:
Step-2: Click on ‘Select Model’ drop-down menu:
You can then see the list of all available default attribution models in your GA view:
Note: If you don’t see ‘data-driven attribution’ model in the ‘Select Model‘ dialog box and you use GA premium/360, then it means this model is not enabled for your GA view.
Read this article, to enable this model: How to set up Data-driven attribution model in Google Analytics
Custom attribution models in Google Analytics
As the name suggests these attribution models are developed by people like me and you. They are user-defined attribution models.
When you build your own attribution model, you create your own rules to assign credit to different interactions in a conversion path. These rules are known by the name ‘custom credit rules’ in Google Analytics.
The data-driven attribution model is a good example of a custom attribution model. This model assigns credit to interactions in proportion to their contribution to conversion. This model is not supported by Google Analytics.
You can learn more about creating your attribution models, through this article: How to create a Custom Attribution Model in Google Analytics.
Other Articles on Attribution Modelling
- How to analyse and report the true value of your SEO Campaign
- How to valuate Display Advertising through Attribution Modelling
- Understanding Shopping Carts for Analytics and Conversion Optimization
- 6 Keys to Digital Success in Attribution Modelling
- Google Analytics Attribution Modeling Tutorial
- How to Measure and Improve the Quality of SEO Traffic through Google Analytics
- How to explain attribution modelling to your clients
- Default and Custom Attribution Models in Google Analytics
- Understanding Missing Touchpoints in Attribution Modelling
- What You Should Know about Historical Data in Web Analytics
- Model Comparison Report Explained in Google Analytics Attribution
- Data-Driven Attribution Model in Google Analytics – Tutorial
- Conversion Lag Report Explained in Google Analytics Attribution
- Selecting the Best Attribution Model for Inbound Marketing
- How to do ROI Analysis in Google Analytics
- Conversion Credit Models Guide – Google Analytics Attribution
- Introduction to Nonline Analytics – True Multi Channel Analytics
- Conversion Types Explained in Google Analytics Attribution
- Attribution Channels Explained in Google Analytics Attribution
- Differences Between Google Attribution & Multi-Channel Funnel Reports
- Introduction to TV Attribution in Google Analytics Attribution 360
- Conversion Credit Distribution for Attribution Models in Google Analytics
- Conversion Paths Report Explained in Google Analytics Attribution
- Attribution Model Comparison Tool in Google Analytics
- Touchpoint Analysis in Google Analytics Attribution Modelling
- Attributed Conversions & Attributed Revenue Explained in Google Attribution
- Which Attribution Model to use in Google Analytics?
- Google Attribution Access and User Permissions – Tutorial
- Conversion Path Length Report Explained in Google Analytics Attribution
- How to set up a data-driven attribution model in Google Analytics
- View-Through Conversion Tracking in Google Analytics
- Offline Conversion Tracking in Google Analytics – Tutorial
- How to Create Custom Attribution Model in Google Analytics
- 8 Google Analytics Conversions Segments You Must Use
- You are doing Google Analytics all wrong. Here is why
- How to Use ZMOT to Increase Conversions and Sales Exponentially
- Connected Properties Explained in Google Analytics Attribution
- Marketing Mix Modelling or Attribution Modelling. Which one is for you?
- How is attribution modelling helpful for ecommerce and non-ecommerce websites?
- Conversion Time & Interaction Time Explained in Google Analytics Attribution
- How to Allocate Budgets in Multi Channel Marketing
- How Does Attribution Work?
- Data-Driven Attribution Model Explorer in Google Analytics
- Introduction to Attribution Beta – Attribution Project in Google Analytics
Frequently Asked Questions About Default & Custom Google Analytics Attribution Models
What is an attribution model?
An attribution model is a set of rules that determine how credit for conversions should be attributed/distributed to various touchpoints in a conversion path.
What are default attribution models in Google Analytics?
The default attribution model (also known as baseline model) are pre-built models that define how credit for conversion should be distributed to various interactions (or touchpoints) in a conversion path before the custom credit rules are applied.
Which attribution models are available in Google Analytics?
Google Analytics provides eight different types of attribution models. They are:
1) Last interaction attribution model (popularly known as last-touch attribution model)
2) First interaction attribution model (popularly known as First touch attribution model)
3) Linear attribution model
4) Time Decay attribution model
5) Position based attribution model
6) Last non-direct click model
7) Last Ad Click
8) Data-Driven Attribution Model
Which attribution model should I use in Google Analytics?
There is no one size fit all attribution model. The selection of the attribution model depends mainly on your business model and your advertising objectives.
For example, use the last touch attribution model when the least amount of buying consideration is involved. Use the first touch attribution model, if brand building/brand awareness is very important for you.
What are custom attribution models in Google Analytics?
As the name suggests these attribution models are developed by people like me and you. They are user-defined attribution models.
When you build your own attribution model, you create your own rules to assign credit to different interactions in a conversion path. These rules are known by the name ‘custom credit rules’ in Google Analytics.
Register for the FREE TRAINING...
"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."
Here’s what we’re going to cover in this training…
#1 Why digital analytics is the key to online business success.
#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.
#3 Why Google and Facebook ads don’t work for most businesses & how to make them work.
#4 Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
#5 The number 1 reason why conversion optimization is not working for your business.
#6 How to advertise on any marketing platform for FREE with an unlimited budget.
#7 How to learn and master digital analytics and conversion optimization in record time.
My best selling books on Digital Analytics and Conversion Optimization
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and BeyondSECOND EDITION OUT NOW!
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.
About the Author
Himanshu Sharma
