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Who gets the credit? Attribution 101 for Ecommerce

Marketing attribution is a hot topic in the eCommerce world, especially post-iOS14, when in-platform metrics are less reliable than ever. That’s one of our goals: to demystify what parts of your marketing spend are truly driving your results. So let’s dig in.

Most marketers’ introduction to attribution is Google Analytics last click-attribution. The reason? Most brands launch with GA as their primary analytics source because it’s free and easy to implement. But last-click never tells the entire story, and it over-simplifies a complicated situation.

Most marketers’ introduction to attribution is Google Analytics last click-attribution. The reason? Most brands launch with GA as their primary analytics source because it’s free and easy to implement. But last-click never tells the entire story, and it over-simplifies a complicated situation.

The first principles of attribution – “I know that half of my media spend is wasted. I just don’t know which half.” Here’s where we can start figuring it out together.
All the popular attribution models – First click, last click, and all the clicks in between. We lay out all the types of attribution models you need to know about.
How to make attribution work for you with UTMs – Attribution theory is fine but let’s talk about how to actually im- plement it with UTMs. We’ll walk you through it completely.

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