Separate unique orders from channel credit
See this course’s project requirements
A marketing analysis brief with a measurement card, campaign labels, channel economics, funnel review, attribution check and capped test plan.
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What to include
- A measurement card with an explicit counting rule.
- A campaign-link naming guide and mock tagged URL. A channel comparison separating ROAS, cost per order and contribution.
- A funnel analysis and one testable investigation.
- A deduplicated order total and an attribution note.
- A marketing decision brief with a capped test and success rule.
Review and revise
Use these criteria to check your work and choose what to improve.
- Calculations reconcile to the supplied records, with units and dates labeled.
- Assumptions and missing information are visible, including the changed scenario.
- The recommendation follows the evidence and explains an important limitation.
- The six lesson outputs form a usable handoff that another learner can check.
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The idea in everyday life
Order L1 touched paid search then email; L2 touched paid search only; L3 touched direct only. Paid search reports 2 orders, email reports 1 and direct reports 1. The exercise uses last-touch credit and has complete paths for these three orders.
Several platforms may claim the same outcome. Attribution allocates credit; it does not create extra orders.
Separate unique orders from channel credit — worked practice
Several platforms may claim the same outcome. Attribution allocates credit; it does not create extra orders.
Order L1 touched paid search then email; L2 touched paid search only; L3 touched direct only. Paid search reports 2 orders, email reports 1 and direct reports 1. The exercise uses last-touch credit and has complete paths for these three orders.
1. Count IDs
List L1, L2 and L3 once.
You should see: There are 3 unique completed orders.
Business totals use unique outcomes.
2. Compare claims
Add platform-reported counts.
You should see: Platforms claim 4 in total.
L1 appears in two platform claims.
3. Apply stated model
Give each order to its last listed touch.
You should see: Email 1; paid search 1; direct 1.
Credit follows the chosen rule.
4. Explain limitation
State that last-touch credit is not proof of causal impact.
You should see: The report separates total orders from model-dependent credit.
Earlier touches may also matter.
What to finish
A deduplicated order total and an attribution note.
Watch for this
Adding platform claims as if they were distinct orders.
How can I tell I understand it?
Explain your calculation or classification and reproduce the changed case without copying the worked result.
Quick knowledge check
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Source & access notes · checked 2026-09-12
Inspected how models assign credit and why different models differ.
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