A Marketer's Playbook to Master Attribution Modeling

Make more accurate investment decisions and distribute credit to all of the elements of your digital marketing program.

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Although digital attribution is still relatively new -- 83% of practitioners we surveyed have been using it for less than 2 years -- it clearly has a positive impact on businesses that employ it. 72% agree that it leads to better budget allocations, 63% gained a better understanding of how digital channels work together, and 58% had clearer insights into their audience

To help marketers wrap their head around attribution, we've built intuitive tools to make measurement easier:

  • Search Funnels in AdWords.
  • Multi-Channel Funnels in Google Analytics.
  • Check out our Attribution Modeling tool in Google Analytics Premium, which includes five standard attribution models plus a custom model builder, so you can create and customize attribution models in minutes, and see data instantly.
  • Learn more in our Attribution Playbook embedded above.