Digital Analytics Fundamentals - Lesson 2.3 Conversions and conversion attribution
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This video is part of the Digital Analytics Fundamentals course on Analytics Academy. View the full course at http://analyticsacademy.withgoogle.com.
Lesson objectives: Define the term "conversion." Explain how marketing attribution works in Google Analytics and why understanding attribution is important for good analysis. Understand the "last-click" attribution model versus other models.