kobzevvv / marketing-attribution-data-model

Marketing Attribution Data Model. SQL, Clickhouse, BigQuery

This repo contains ready-to-use templates to build a marketing attribution model:

1. How to extract GA4 data: folder: 1_data_source_preparation
2. How to map all input events to a single One Big Table to make the attribution model independent from the particular context of the company
3. calculate first-touch, linear, and last-touch models. Folder: 3_attribution_models_metrcis_calculations

Detailed info in this medium post https://medium.com/@kobzevvv/b2b-marketing-attribution-data-model-guide-from-what-it-is-to-code-1730342e59af

Overview of the domain terminology:

Visualized logic for Attribution Metrics calculation