Google Analytics Individual Qualification Practice Exam

What is the set of rules that determines how sales and conversions get credited based on touch-points in the conversion path?

1. Attribution modeling

2. Conversion tracking

3. Channel Groupings

4. Multi-Channel Funnels

The correct answer is: Attribution modeling

Attribution modeling is the framework that establishes how various touchpoints along the customer journey are credited for sales and conversions. This model allows marketers to understand which interactions with their brand contribute most effectively to conversions. By assigning credit to different channels, such as organic search, email, social media, or direct visits, businesses can evaluate the performance of their marketing efforts accurately. Attribution modeling can take many forms, including first-touch, last-touch, linear, time decay, and position-based models. Each method offers a different perspective on how to allocate credit for conversions, tailoring insights to meet specific analytical needs and tactical goals. The other options, while related to conversion understanding, serve different roles. Conversion tracking focuses more on monitoring and measuring specific actions taken by users, such as purchases or sign-ups, rather than analyzing the distribution of credit across multiple touchpoints. Channel groupings are used for organizing traffic sources within Google Analytics but do not dictate how credit for conversions is assigned. Multi-Channel Funnels provide insights into how different channels interact over time to lead to conversions but do so without the specific framework of attributing credit that attribution modeling supplies.