---
url: "https://xcademia.com/courses/marketing-analytics-attribution"
title: "Marketing Analytics & Attribution"
description: "Learn marketing analytics, attribution models, GA4 advanced reporting and ROI measurement in this mentor-led practical training programme."
publishedAt: "2026-03-19T11:33:37.592627+00:00"
updatedAt: "2026-03-30T22:50:53.7265+00:00"
type: course
code: "DMC-0078"
level: Practitioner
duration_days: "3"
track: "Paid Media & Performance"
category: "Digital Marketing & Creative Tech"
credential_tier: tier1
price_gbp: "1999"
---

# Marketing Analytics & Attribution

> Master marketing analytics and attribution techniques to measure performance and optimise ROI across channels. This mentor-led programme uses practical scenarios to apply GA4, attribution models and CFO-ready reporting.

## Overview

Modern marketing requires a clear understanding of performance across multiple channels and touchpoints. Organisations need professionals who can analyse data, attribute conversions accurately, and demonstrate the financial impact of marketing activities.

The Marketing Analytics & Attribution programme focuses on advanced analytics techniques including multi-touch attribution, GA4 advanced reporting, and marketing mix modelling. Participants learn how to integrate data sources, build dashboards, and generate insights that support strategic decision-making.

Delivered as a mentor-led programme using practical scenarios, this course enables participants to interpret complex marketing data, design attribution models, and present CFO-ready reports that clearly communicate return on investment.

## Prerequisites

- Basic understanding of digital marketing concepts.
- Familiarity with analytics tools such as GA4.
- Interest in data analysis and reporting.

## What you will learn

- Analyse marketing data across channels
- Evaluate attribution models and methodologies
- Implement advanced GA4 analytics techniques
- Design dashboards and reporting frameworks
- Communicate ROI insights to stakeholders
- Evaluate marketing performance and profitability

## Skills you will gain

- Marketing analytics fundamentals
- Multi-touch attribution models
- GA4 advanced reporting
- Marketing mix modelling basics
- Dashboard creation in Looker Studio
- Marketing ROI analysis

## Career progression

- Marketing Data Analyst
- Attribution Specialist
- Performance Marketing Analyst
- Growth Analyst
- Marketing Insights Manager

## Curriculum

1. **Module 1: Getting Ready**
   - Marketing analytics landscape
   - Programme roadmap and expectations
2. **Module 2: Foundations of Marketing Analytics**
   - Key metrics and KPIs
   - Data sources and integration basics
   - Analytics frameworks for marketing
3. **Module 3: GA4 Advanced Analytics**
   - Advanced GA4 reporting and exploration
   - Custom events and parameters
   - Funnel and path analysis
4. **Module 4: Attribution Models and Techniques**
   - Single-touch vs multi-touch attribution
   - Rule-based and data-driven models
   - Attribution challenges and limitations
5. **Module 5: Marketing Mix Modelling (MMM)**
   - Introduction to MMM concepts
   - Data inputs and modelling approaches
   - Interpreting MMM outputs
6. **Module 6: Dashboarding and Reporting**
   - Building dashboards in Looker Studio
   - Data visualisation best practices
   - Communicating insights effectively
7. **Module 7: CFO-Ready Marketing ROI Reporting**
   - Linking marketing to financial outcomes
   - ROI, CAC, LTV and profitability metrics
   - Executive-level reporting and storytelling
8. **Module 8: Practical Analytics Scenarios**
   - Real-world case studies
   - Attribution and reporting exercises
   - Decision-making using marketing data

## Exam & certification

You will receive an Xcademia certificate of completion based on participation and successful completion of labs and scenario simulations.

## Delivery options

- **Live Online** — Join live instructor-led sessions from anywhere. Interactive, engaging, and flexible.
- **Onsite Training** — We come to you. Training delivered at your workplace for teams of 6 or more.
- **Venue-Based** — Classroom training at a professional venue. Ideal for focused, immersive learning.
- **Blended** — Combine online and in-person learning for maximum flexibility and impact.

## Frequently asked questions

**Who should attend this course?**

Marketing analysts, performance marketers, and professionals responsible for campaign analysis and reporting.



**Do I need prior GA4 experience?**

Basic familiarity is helpful, but key concepts are reinforced during the course.



**Will I learn attribution modelling in detail?**

Yes, the course covers both foundational and advanced attribution approaches.



**Is marketing mix modelling included?**

Yes, participants are introduced to MMM concepts and practical applications.



**What certificate will I receive?**

Participants receive an Xcademia Practitioner Certificate after completing the programme.

## Course at a glance

| Field | Value |
| --- | --- |
| Code | DMC-0078 |
| Duration | 3 days |
| Level | Practitioner |
| Track | Paid Media & Performance |
| Category | Digital Marketing & Creative Tech |
| Credential tier | tier1 |
| Price (GBP) | £1999 |

---

## About this content

This Markdown course profile is the citation-grade twin of [Marketing Analytics & Attribution](https://xcademia.com/courses/marketing-analytics-attribution). It is published by **Xcademia** (UK Companies House 12322710) and is available for AI search engines and large language models to index, summarise, and cite.

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- Source: https://xcademia.com/courses/marketing-analytics-attribution
- Publisher: Xcademia — https://xcademia.com
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