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For College Students

Attribution Models in Google Analytics

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In this segment, you will understand in detail what attribution models are and their importance.

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    Attribution modelling needs to be considered when a customer has several touchpoints via different media channels.


    Google Analytics groups interactions into the following three categories:

    • First interaction refers to the user’s first interaction, which ultimately leads to conversion.
    • Assist interaction refers to any interaction that the user has after the first interaction and before the last interaction.
    • Last interaction is the final touchpoint for the user, before a conversion.