The classic model (Last Non-Direct Click) is a lie. It says the last ad someone clicked before buying deserves all the credit. But what about the newsletter they read six days ago? What about the podcast ad they heard? What about the direct type-in of your URL?
If you’ve ever searched for a clean, no-nonsense introduction to web analytics, you’ve likely landed on TutorialsPoint. It gives you the neat definition: "Web analytics is the process of analyzing the behavior of visitors to a website." web analytics tutorialspoint
That is where the learning begins.
Don't be a dashboard monkey. Be a hypothesis machine. The classic model (Last Non-Direct Click) is a lie
These look great in a monthly report to your boss. But they are dangerously disconnected from business value. A 300% spike in traffic is worthless if it comes from a Reddit argument that sends angry users who bounce immediately. What about the podcast ad they heard