Understanding Attribution

Understanding Attribution

Learn about the importance of attribution in UTM tracking and how to apply it.

What You Will Learn

  • What is attribution in the context of UTM tracking
  • How to apply attribution models
  • How to use UTMs for marketing attribution


In this section, you'll learn about the concept of attribution in UTM tracking. You'll understand how to apply different attribution models and how to use UTMs for marketing attribution. This knowledge will help you better understand the performance of your marketing campaigns and make data-driven decisions.


  • 90 minutes of time.
  • Understanding of UTM tracking and methodologies.
  • Familiarity with the concept of marketing attribution.

Education Track

  1. Best Multi-Touch Attribution Tools: Discover the best tools for multi-touch attribution.
  2. Multi-Touch Attribution Models: Learn about different multi-touch attribution models and how to apply them.
  3. UTMs for Marketing Attribution: Understand how to use UTMs for marketing attribution.

Your Instructor

Dan McGaw

Dan McGaw is an award-winning entrepreneur and speaker. He is the founder and CEO of McGaw.io, a marketing technology and analytics agency, and the creator of UTM.io, a campaign management and data governance tool. Named one of the godfathers of the marketing technology stack and one of the original growth hackers, Dan has decades of experience in digital marketing, technology, and analytics.

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