M09-05 · AI + Digital Marketing & Agent Orchestration

Marketing Analytics & Attribution

AI + Digital Marketing & Agent Orchestration →

Every marketing platform claims credit for every conversion. Google says it drove the sale. Meta says it drove the sale. Your email platform says it drove the sale. They can't all be right — and if you can't figure out who actually is, you're optimizing budget toward whatever platform has the best self-attribution model. This course teaches you to build real attribution systems: GA4 advanced configuration, multi-touch attribution modeling, AI-powered analytics platforms, and executive dashboards that tell leadership what's actually working.

30 Hours

8 Learning objectives

Analyze Bloom's ceiling (?)

5 Competencies

What You'll Be Able To Do

Learning Objectives

Objectives

Depth

Configure GA4 for a real marketing operation: custom events, conversion tracking, enhanced ecommerce, audience definitions, and data stream configuration across web and app properties Apply
Analyze the differences between attribution models (last-click, first-click, linear, time-decay, data-driven) and explain when each model misleads vs. when it accurately represents customer journeys Analyze
Build multi-touch attribution reports that reconcile data from Google, Meta, email, and direct analytics to determine true channel contribution and identify over-credited channels Analyze
Configure AI-powered attribution platforms (Triple Whale, Northbeam) and interpret their modeling approaches, understanding where they add signal vs. where they introduce new biases Apply
Design executive marketing dashboards in Looker Studio: KPI selection, visualization hierarchy, trend detection, and narrative structure that answers "what should we do?" not just "what happened?" Analyze
Implement UTM parameter strategies and campaign tagging systems that maintain data integrity across channels, campaigns, and team members Apply
Diagnose common analytics implementation problems: missing conversions, double-counting, cross-domain tracking failures, consent mode gaps, and server-side vs. client-side tracking discrepancies Analyze
Build automated reporting workflows using Supermetrics: data extraction schedules, cross-platform data blending, and automated alert triggers for metric anomalies Apply

Levels: Remember · Understand · Apply · Analyze · Evaluate · Create — highest demands most original thinking.

Core Competencies

What You'll Master

GA4 Advanced Configuration

Custom events, conversion tracking, enhanced ecommerce, audience building, and data stream management — the measurement foundation everything else depends on.

Multi-Touch Attribution

Building attribution models that reconcile platform-reported data with reality, identifying which channels actually drive conversions vs. which just claim credit.

AI Analytics Platforms

Configuring and interpreting Triple Whale, Northbeam, and similar AI-powered attribution tools — understanding their models, biases, and value.

Dashboard Design & Executive Reporting

Building Looker Studio dashboards that answer strategic questions, not just display metrics — KPI selection, visualization hierarchy, and narrative structure.

Analytics Diagnostics

Finding and fixing broken tracking: missing conversions, double-counting, cross-domain failures, consent gaps, and data integrity issues across platforms.

Portfolio Artifact

What You'll Build

Attribution Model & Executive Dashboard — Build a complete analytics system for a real or realistic marketing operation: GA4 implementation with custom events and conversion tracking, multi-touch attribution model comparing at least 3 attribution approaches, a Looker Studio executive dashboard with actionable KPIs, and an automated reporting workflow. Deliver a written analysis that explains which channels are over-credited, where budget should shift, and what the attribution model reveals that platform-reported metrics hide.

Tools You'll Use

Industry Tools, Not Toy Projects

Google Analytics 4

Event-based analytics platform — the measurement foundation for custom events, conversion tracking, audience definitions, and cross-platform data.

Triple Whale

AI-powered attribution and analytics platform for DTC brands — pixel-based tracking, creative analytics, and data-driven attribution modeling.

Northbeam

Multi-touch attribution platform using machine learning to model customer journeys across channels and devices.

Looker Studio

Google's dashboard and reporting platform for building executive-ready visualizations from multiple data sources.

Supermetrics

Marketing data pipeline tool for extracting, transforming, and loading data from 100+ platforms into dashboards and spreadsheets.