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Track revenue and drive ROI with smarter attribution

1h 54min | 21 lessons | 0 downloadable resources

In this course, you will learn how to:

  • Build an attribution framework that accurately measures marketing impact.
  • Identify which channels, campaigns, and touchpoints drive the most conversions.
  • Avoid common attribution mistakes that lead to misleading data.
  • Use multi-touch attribution models to get a complete picture of performance.
  • Prove marketing ROI and optimize spend based on real insights.

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English subtitles Certificate included
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Relying on flawed attribution leads to wasted budget and wrong decisions

If your attribution model is inaccurate, your marketing strategy is built on bad data. Many brands give too much credit to the wrong touchpoints, misallocate ad spend, and struggle to prove what’s actually working. This course helps you fix attribution blind spots so every dollar you spend is backed by clear, data-driven insights.

Master attribution to measure the true impact of your marketing channels

Course Length:
1h 54min. 21 lessons.

This isn’t about guessing which marketing efforts drive results. It is built for marketers who need full clarity on what’s working, what’s wasting budget, and where to invest for maximum impact. Learn how to track every touchpoint, refine your attribution model, and make data-backed decisions that drive real business growth.

After completing this online course on attribution, you will be able to assist your team and company with:

  • Implement an attribution framework that accurately tracks marketing impact.
  • Identify which channels and touchpoints contribute to conversions.
  • Avoid reporting errors and data discrepancies that lead to bad decisions.
  • Optimize budget allocation based on real performance insights.
  • Prove ROI and make data-driven decisions with confidence.

This course is for you if you are responsible for:

  • Performance marketers who need accurate attribution for campaign optimization.
  • Growth teams looking to measure impact across multiple channels.
  • CMOs and marketing leaders responsible for proving ROI.
  • Data analysts who need to refine reporting accuracy.
  • Anyone who wants to eliminate guesswork and make better marketing decisions.

Look no further than CXL, this is the best and most recommended course you will find on Attribution.

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Course Curriculum

Attribution

What is marketing attribution?

What attribution is and is not, in the context of marketing. Russell will explain the concept of conversion and why it is important in the overall theory. We’re going to align the theory of attribution to business goals through ROI and finally look at …

Attribution in the marketplace

Industry trends and regulations that have impacted the data required for attribution to be successful. Align the trends with stats that showcase the value and importance of attribution / data lead marketing for organisations.

Attribution – Not just Online

It’s not just a digital problem. I’ll show why it’s not just an online problem, the current solutions the offline world has and how attribution should tie the online and offline world together.

How to use Attribution

Attribution is not just another number on a report and it’s not analytics. Attribution shouldn’t be a part of your marketing, it should be the way you do marketing – the start, middle and end. I’m going to give some tactical examples of how attribution …

Do you need Attribution?

One of the first questions that is asked is “do I need attribution” – I’ll explain how to answer this using data within your organisation, and the questions you should be asking if you’re speaking to vendors about attribution.

Attribution Models

Here we’re going to cover all of the typical attribution models, their pros and cons, and how different businesses use them. Resources Attribution models

What Data is needed

Here we’ll cover all the possible data sources that are required and can be used to do attribution from analytics through to external marketing platforms.

Tactics – CRO

We’ll show how attribution can be used in the conversion rate optimization process to move away from the logic behind optimization for a single interaction.

Tactics – PPC

We’ll highlight some of the opportunities within pay per click to use attribution data to understand how PPC can impact the full consumer journey, not just the last interaction.

Tactics – SEO

SEO often plays second fiddle to the more easily attributable channels such as PPC and affiliates. In this section I’ll show you what impact SEO has on consumers in their decision making and how it drives performance through the whole customer journey.

Tactics – Display

Display typically is forced to use a different form of attribution that other marketing channels. When you’re buying and impression it’s exactly that – an impression. It’s not a click, for instance, which is what we would normally build our attribution …

Tactics – Affiliates

Here we’ll break down the types of affiliates and how they affect the customer journey quite differently. The difference a cashback / voucher affiliate versus a content or edu affiliate has a huge impact on their attributed performance.

Tactics – Email

Understanding the value of not just the email click, but the email open without a click. This concept has a huge impact on returning customers who’ve previously converted. Here attribution is important to determine LTV of a customer.

Tactics – TV

Find out how to attribute TV ads to changes in your analytics.

Tactics – Direct mail

Attribution isn’t just for digital channels – when sending direct mail (brochures, flyers in boxes, etc) you can track down to an individual level the impact that just receiving the mail has.

Strategic Application – Customer Journey Analysis

Attribution gives a better understanding of the customer by looking at the relationship between marketing and impact. Here I’m going to explain what journey analysis is, what you can get out of it and what you can change to positively impact marketing …

Strategic application – Value of Brand

Marketers have always wanted to understand how much value is within their brand. This perception can and should change the approach to the overall marketing strategy. How does this perception of the brand change as you market to them through their life …

Strategic Application – Life Time Value

In this section we’re going through the different calculations to understand LTV. This will cover not just the first purchase but how much revenue a customer could potentially bring the business over their lifetime.

Strategic Application – Customer Data – Individuals

One of the ways that attribution data can be collated is at an individual level. Here we’ll go through the different options available, PII, what data can be held and at what granularity.

Strategic Application – Value of Visitor

When a user engages with a brand the power is understanding the value of that person, at the time of their visit. We will show you how this can be used in CRO, personalization and bid optimization.

Russell McAthy

CEO and Co-Founder @ Ringside Data

Russell is a marketing data guy – having consulted or worked with some of the worlds largest brands he now is building the future of marketing tech whilst continuing his passions to change the way data is used my organisations all over the globe. Having run in-house, agencies, consultancies and his own tech businesses Russell has experience from working with startups to global enterprises

This online course
comes with a
Certificate

Completing this course earns you an official CXL Attribution Course Certificate to prove your achievement. CXL is recognized as an industry-leading qualification by employers worldwide, and it is an official qualification on Linkedin that can be added to your profile.

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Frequently asked questions

Plans

What is the difference between the monthly, quarterly and annual plans?

We offer three types of billing lengths to choose from: Monthly, Quarterly, or Annual. The longer the billing length, the cheaper the monthly cost becomes.

Typically annual plans are 40% cheaper per year than paying month-to-month.
What is the difference between the individual and teams plans?

Personal or Individual plans are meant for one person where teams have 2 or more people.

A team account has a few extras:
– Invite and manage people learning on your team.
– Create roadmaps for each individual.
– Access team learning engagement reports.
– Assign members to your team as managers to assign content and view reports.
What is included in the all-access plan?

You’ll get:
– Access to 90+ online courses.
– Earn certificates and add them to LinkedIn.
– Thousands of playbooks and resources.
– All minidegrees
– Roadmapping and progress tracking
– Premium Support
Can I switch plans later if I want to?

Yes. You can switch between different billing lengths at any time (Ex: Switch from a Monthly Plan to Annual).

If you’d like to switch from a individual plan to a team plan (or vice versa), please reach out to customer success via live chat.

Billing

What are the payment options available?

Most major credit cards and Paypal are accepted. If you need an invoice to pay by wire, please message our customer success team via chat for options.
What is parity pricing?

All of our products are priced in USD currency. In order to make our products more affordable, we have established a system where you can pay in your local currency using a special metric that adjusts the price you pay according to the purchasing power of your country.
Is there a discount available?

One of CXL’s company policies is that we don’t discount. Our focus is on the product – providing the best, highest quality content with our courses.

The listed price on the site shows the best price – you can buy with confidence.

We offer pricing based on your local currency, you’ll see this reflected on the pricing and checkout pages.

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