Product Analytics. Part 1 Calculating marketing attribution. Part 1

158. Calculating marketing attribution. Part 1

Attribution is a holy grail of marketing. If we can connect each spent dollar to each earned dollar we can easily calculate whether we’re earning or losing money. That allows us to run marketing more efficiently, invest and eventually earn more.

Each marketing campaign could be identified with 5 UTM parameters: utm_source, utm_campaign, utm_medium, utm_content and utm_term. In terms of SQL marketing attribution is the association between marketing campaign and user.

⚠ Note, that Bindle warehouse doesn’t have campaigns table. Instead, in users...

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Hi, it’s Anatoli, the author of SQL Habit. 👋

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