Data & Analytics

Marketing Attribution

Credit the channels that actually drive your sales

12 lessons4 modules9h 0m durationbeginner level

Instructor: StretchLearn Faculty

About this course

Most teams trust whatever number their ad platforms report and end up funding channels that take credit for sales they did not create. This course gives you the models, tools, and measurement discipline real growth analysts use, with named platforms, current benchmarks, and worked examples. You will leave able to track touchpoints with clean UTMs, read a GA4 attribution report, compare last-touch against data-driven attribution, and pressure-test any model with incrementality and marketing mix modelling.

Curriculum

Module 1: What Attribution Is and Why It Is So Hard3 lessons

The Credit Assignment ProblemPreview45m
The Customer Journey and Touchpoints🔒45m
The Platform-Reporting Trap🔒45m

Module 2: The Standard Attribution Models3 lessons

Single-Touch Models: First and Last Click🔒45m
Multi-Touch Models: Linear, Time-Decay, Position-Based🔒45m
Choosing a Model and Setting Lookback Windows🔒45m

Module 3: Tracking the Data and Reading the Tools3 lessons

UTMs and a Clean Tracking Foundation🔒45m
Attribution Inside GA4🔒45m
Reconciling Conflicting Numbers Across Tools🔒45m

Module 4: Data-Driven Attribution and Proving Causality3 lessons

Data-Driven and Algorithmic Attribution🔒45m
Attribution in a Privacy-First World🔒45m
Incrementality: The Gold Standard of Truth🔒45m