Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

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.

Syllabus

Models: Evaluate Channel Contribution

Marketing conversions rarely result from a single interaction, yet many reporting workflows still assign all credit to the final click. In this module, you will evaluate how different attribution models distribute conversion value across the customer journey and how those differences influence marketing decisions. You will explore last-click, first-click, linear, time-decay, and data-driven attribution models while comparing how each interprets channel contribution. Through guided analysis and hands-on modeling activities, you will apply attribution weighting methods to real conversion paths and assess their business implications. By the end of this module, you will be able to evaluate attribution models and determine how channels contribute to conversions across multi-touch journeys.

Insights: Refine Budget Decisions

Attribution analysis becomes valuable only when it informs better budget and investment decisions across marketing channels. In this module, you will apply attribution insights to refine ROAS calculations, evaluate channel incrementality, and support cross-channel budget planning. You will examine how multi-touch attribution changes the perceived value of different channels and why some high-impact channels appear underperforming in last-click reporting models. Through practical analysis and budgeting activities, you will learn how to translate attribution findings into business recommendations that stakeholders can understand and act on. By the end of this module, you will be able to use attribution insights to make more informed channel-level budget decisions.