What is the set of rules that determines how sales and conversions get credited based on touch-points in the conversion path?
a) attribution modeling.
b) conversion tracking.
c) channel groupings.
d) multi-channel funnels.

A) Attribution modeling

Explanation:

The attribution model in Google analytics is the set of rules that determine how credit for sales and conversions is assigned to touchpoints (clicks) in conversion paths.  Different attribution models affect the conversion values of a company's marketing channels in different ways. Some attribution models favor channels that initiates conversion paths while others favor the last channels.

There are seven attribution models, for example: the last interaction model assigns 100% credit to the final touchpoints that immediately precede sales, or the last Google Ads click model assigns 100% credit to the paid search channel.

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