Marketing Analytics and Attribution
Marketing analytics measures performance and enables investment decisions based on evidence. Attribution — determining which activities deserve credit for conversions — is one of the most challenging problems in digital marketing.
Attribution Models
- Last-click: all credit to the last channel. Over-credits direct/brand search.
- First-click: all credit to the first channel. Over-credits awareness.
- Linear: equal credit to all touchpoints
- Time-decay: more credit to recent touchpoints
- Data-driven (DDA): ML-based, most accurate, requires sufficient data volume
Analytics Stack
GA4 is the current standard — event-based, cookieless-ready, cross-device. BigQuery export for unsampled analysis. Looker Studio for dashboards. Multi-channel attribution via marketing data warehouses.