Learn how to evaluate marketing performance beyond surface-level metrics and make better budget decisions using attribution analysis. This course teaches you how to assess the true contribution of each marketing channel across the full customer journey.

You’ll start by comparing attribution models such as last-click, first-click, linear, time-decay, and data-driven. You’ll learn how each model assigns credit differently and how those differences impact how you interpret performance. Next, you’ll apply attribution insights to real business decisions. You’ll calculate attributed ROAS and CPA, identify undervalued “assist” channels, and understand how channel interactions drive conversions. You’ll also learn how to communicate these insights clearly to stakeholders who rely on standard dashboard metrics. Through hands-on labs, you’ll analyze conversion paths, compare model outputs, and propose budget reallocations based on data. This course is best suited for marketing analysts, digital marketers, performance marketers, and other professionals responsible for measuring marketing effectiveness and optimizing channel investments. A basic understanding of digital marketing channels and metrics, such as conversions and ROAS, is helpful for success in this course. By the end of the course, you’ll be able to evaluate channel contribution accurately and make informed, cross-channel budget decisions.