Prepare. Assemble. Hack. The Building Blocks of Attribution in Google Analytics

Attribution tools in Google Analytics have been around since 2010 and 2011, yet marketers still struggle with them. Sandra Camacho has worked at Google since 2010 and, based in Paris, is the regional attribution product expert for EMEA. In this talk she offers a process called Prepare, Assemble, Hack: get the data and objectives ready, put the reports together properly, then slice the data until it gives you inputs for your own attribution model.

You'll learn how to read assisted conversions and the assist ratio, how to choose the conversion, time frame and lookback window, and why not to rely on the default channel grouping. Sandra shows how to split brand and generic search, how to use conversion segments and the interaction type filter, and how to turn insights into a custom model. She closes with why an attribution model only shows correlation and how to validate it with an experiment.