StretchLearn Course

Credit the channels that actually drive your sales

Real attribution models, clean tracking, and the incrementality methods that survive a privacy-first world

Beginner9 hrSelf PacedRegistered

Course Overview

What this course is designed to develop

Most teams trust whatever number their ad platforms report and end up funding channels that take credit for sales they did not create. This course gives you the models, tools, and measurement discipline real growth analysts use, with named platforms, current benchmarks, and worked examples. You will leave able to track touchpoints with clean UTMs, read a GA4 attribution report, compare last-touch against data-driven attribution, and pressure-test any model with incrementality and marketing mix modelling.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Explain what attribution is, why credit assignment is hard, and where each model breaks down

Compare the six standard attribution models and choose one that fits your sales cycle

Build clean tracking with consistent UTM parameters, lookback windows, and a single source of truth

Read GA4 and Google Ads attribution reports and reconcile their conflicting numbers

Distinguish rules-based, data-driven (Shapley and Markov), and modelled attribution

Validate any attribution claim with incrementality tests, geo lift, and marketing mix modelling

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: What Attribution Is and Why It Is So Hard

Build an accurate mental model of marketing attribution: the customer journey, why crediting touchpoints is genuinely difficult, and the platform-reporting trap that misleads almost every beginner.

3 lessons

The Credit Assignment ProblemContent · 45 min

Preview Enabled

The Customer Journey and TouchpointsContent · 45 min

LMS Access

The Platform-Reporting TrapContent · 45 min

LMS Access

Module 2

Module 2: The Standard Attribution Models

Learn the six models every analyst must know, from single-touch to multi-touch, exactly what each one rewards and distorts, and how to pick one that matches your sales cycle.

3 lessons

Single-Touch Models: First and Last ClickContent · 45 min

LMS Access

Multi-Touch Models: Linear, Time-Decay, Position-BasedContent · 45 min

LMS Access

Choosing a Model and Setting Lookback WindowsContent · 45 min

LMS Access

Module 3

Module 3: Tracking the Data and Reading the Tools

Attribution is only as good as the data feeding it. Learn to build clean UTM tracking, work inside GA4's attribution reports, and reconcile the conflicting numbers across your tools.

3 lessons

UTMs and a Clean Tracking FoundationContent · 45 min

LMS Access

Attribution Inside GA4Content · 45 min

LMS Access

Reconciling Conflicting Numbers Across ToolsContent · 45 min

LMS Access

Module 4

Module 4: Data-Driven Attribution and Proving Causality

Move beyond fixed rules to algorithmic attribution, confront the privacy changes reshaping the field, and learn the incrementality methods that prove whether a channel truly causes sales.

3 lessons

Data-Driven and Algorithmic AttributionContent · 45 min

LMS Access

Attribution in a Privacy-First WorldContent · 45 min

LMS Access

Incrementality: The Gold Standard of TruthContent · 45 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

marketing attributionmulti-touch attributionGA4UTM trackingincrementalitymarketing mix modelingdata-driven attributionanalytics