How to get started with data-driven attribution in Google Analytics

Google Analytics is used by more than 28.8 billion websites since its inception in 2005. And many have attempted to find a ‘one size fits all’ approach as far as attribution models are concerned.

While this is admirable in and of itself, it also goes against the very nature of Google Analytics. After all, the USP of the service is to customize reports according to your requirements. So why should attribution models be any different?

What is attribution?

Before we dive in any further, however, you must understand what we mean by attribution. In Google Analytics, the term attribution can mean lots of things, from giving credit for visiting the website to completing a particular activity, from a campaign to a kind of source. Attribution is mainly used for conversions and sessions.

Data-driven attribution

Now, attribution models can be of various kinds, but the one generating a lot of buzz lately is data-driven attribution. Rather than a traditional mode… Read More

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