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Marketing Attribution 101: Understanding Attribution and Calculating Your Cost of Acquisition (COA)

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In this webinar with Ryan Koonce, you’ll learn how to utilize UTM parameters to accurately track your marketing and advertising efforts, and report on them using different attribution models to correctly calculate your cost of acquisition (COA).

Ryan is the founder of SaaS Management Group, a leading growth marketing and analytics consultancy who has founded a number of startups and was a pioneer in viral marketing and landing-page testing and optimization.

In his talk, he wants to teach you how create effective tracking links using explicit UTM parameters instead of Google Auto-Tagging and what you should look out for if you are running Twitter, Facebook, and Google advertising campaigns when calculating an accurate COA.

  • What is marketing attribution and why it matters for your business
  • Best practices for creating different types of links with UTM parameters
  • How common online advertisers (i.e. Google, Facebook, Twitter) attribute the success of their campaigns and what this means for you
  • How to build reports to understand attribution and allocate cost data

Ryan Koonce

Ryan Koonce

Founder & CEO at SaaS Management Group


Thue Madsen

Marketing Operations Manager, Kissmetrics