$449 $349
The course includes:
4.9
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30-Minute Online Lessons
Homework assignment
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Workshop Series "Marketing Attribution in BigQuery"
Master marketing attribution in BigQuery -
from the basics to advanced models.

Learn how to calculate each channel's contribution to your campaigns, improve your marketing strategies, and boost ROI while elevating your career.
Who Is This Course For?
Marketing Analysts
  • Learn how to interpret conversion data correctly.
  • Work with attribution models in BigQuery.
  • Become the expert who drives profit through data-driven decisions.
  • Discover how to allocate budgets across channels efficiently.
  • Focus on what really drives results.
Product Analysts
  • Master the nuances of building attribution models.
  • Set up product metrics effectively.
  • Measure how marketing impacts your key performance indicators.
What You’ll Get
  • 6 comprehensive lessons covering the entire attribution workflow—from data preparation to advanced calculations.
  • Interactive presentations and detailed learning materials.
  • Hands-on homework with personalized feedback.
  • Real-world data practice to apply your skills immediately.
  • Pre-written code and templates for automation.
  • Lifetime access to all lesson recordings.
Why It Matters
Most companies waste marketing budgets because they misunderstand attribution.

This course will help you:

  • Master the key methods for evaluating channel effectiveness in SQL and Python.
  • Increase your marketing ROI.
  • Stand out among your peers with highly sought-after skills.
Where You’ll Start
Point A
  • Struggling to analyze conversion data.
  • Losing money on ineffective channels.
  • Thinking attribution is overly complex.
Where You’ll Finish
Point B
  • Confidently working with data in BigQuery.
  • Accurately evaluating each channel’s contribution.
  • Improving ROI through smarter marketing strategies.
  • Delivering clear, actionable reports to your leadership team.
Meet Your Instructor

Alex Ignatenko
Hi! I’m Alex Ignatenko, a marketing and product analyst with 15 years of experience.
I’m the creator of the Telegram-blog “Attribution Model”, a speaker at ProductCamp, MeasureSummit and the author of multiple analytics training programs.
Over the years, I’ve helped more than 30 companies build robust analytics systems and boost their marketing performance.

Follow me on:
Dive deeper into my work by exploring these videos:
How To Install GA4 On Your Notion Page
Why Is GTM Server Side So Essential?
Here’s a glimpse of my experience with a range of businesses:

  • xHamster – One of the largest adult video platforms.
  • Pik-Market – An online home goods retailer.
  • ECCO – E-commerce for the renowned footwear brand.
  • Askona – A leading online mattress and bedding retailer.
  • Matomo Analytics – An open-source analytics platform.
  • Pik-Remont – Web and mobile services for turnkey home renovations.
  • English In Stories – An educational platform for language learning.
  • Boomerang – A B2B loyalty program platform.
  • Boostsurfing – E-commerce for surfing accessories.
  • Liveexpert – An expert marketplace.
  • Zapis... – A booking service for professionals.
Course Outline
Bite-sized lessons – 30 minutes each, three times a week.
  • Module
    Introduction to Attribution
    1
    • What is attribution, and why does it matter?
    • Overview of common methods and models.
    • Hands-on: Analyzing basic reports.
  • Module
    Preparing Your Data
    2
    • Importing data into BigQuery.
    • Working with traffic sources.
    • Hands-on: Setting up data for reports.
  • Module
    Sessionization in BigQuery
    3
    • Building sessions for analysis.
    • Hands-on: Setting up session-level data.
  • Module
    Attribution Models: First Click, Last Click
    4
    • Comparing popular attribution models.
    • Choosing the right model for your goals.
    • Hands-on: Calculating models in BigQuery.
  • Module
    Linear Attribution Model
    5
    • Calculating and interpreting linear models.
    • Hands-on: Building a linear model in BigQuery.
  • Module
    Attribution in Python
    6
    • Advanced techniques and approaches.
    • Customizing attribution models.
    • Hands-on: Custom calculations using Python.
What About Practice?
  • Homework Assignments
    You’ll get homework assignments after each module to check your understanding.
  • Application
    You’ll have the chance to apply what you’ve learned directly to your projects.
  • Support
    If needed, I’ll provide personalized feedback to help you improve.
How the Lessons Work:
30-Minute Online Lessons
We’ll cover 15 online lessons packed with theory and practical examples. Each session is concise, focused, and designed to fit into your busy schedule.
Homework assignment
After every lesson, you’ll receive a quiz-style homework assignment to test your understanding and solidify your learning.
Feedback
If you choose the Support plan, you’ll have the opportunity for two one-hour consultations, where I’ll review your project and answer your questions in detail.
What’s Practice Like?
Homework includes engaging, straightforward quizzes. They’re not overly complicated, but they’ll keep you on your toes, making the course both intensive and enjoyable.

There’s also optional project-based homework. While it’s not mandatory, those who complete it will receive personalized and in-depth feedback from me.
Feedback from the First Cohort Students
Course rating
4.9
98.5%
1.5%
0%
0%
0%
  • Asad Chowdhury
    ★★★★★
    I first heard about Alex in MeasureSummit where he was taking session on Big Query. I really liked his session and later get in touch with him via linkedIn. Later I came across his session on Marketing Attribution on Looker Studio Master Class, and came across his course "Marketing Attribution In GA4-BigQuery".

    The course is full packed with resources for the marketers like me who wants to utilize the power for Big query in their marketing attribution. The course was truly a gem and I believe it will be beneficial for many analytics and data enthusiasts like me. Moreover, Alex was really great when it comes to reach out for any questions that you may have. I wish him all the best for his future endeavour.
  • Luca Lentino
    ★★★★★
    Great professional of Google BigQuery and Dataform, I followed a workshop held by Alex, very technical and high level!
  • Artem Smirnov (Head of Marketing @ Union Apps)
    ★★★★★
    There are plenty of data specialists in the market, but very few can distill complex concepts into simple, clear language the way Alexander does.

    I wanted to go from zero to one. Zero being: I don’t know or understand anything. One being: I can independently implement analytics using GTM, pull data from multiple sources, combine it in BigQuery, and continue working with it in Google Spreadsheets.
    To achieve this, I followed a 4-week program with calls twice a week: one for lectures and the other for feedback on homework and Q&A. By the end, I had a detailed Notion doc for each topic, complete with video recordings and documentation. This resource was incredibly convenient for reviewing and completing assignments.

    One critical aspect was having a live, active project with real analytical tasks. I learned while tackling actual challenges, which made all the difference in honing my skills.
    What stood out to me was the structured, systematic approach (documentation, Notion, recordings, instructions) and Alexander’s responsiveness and willingness to answer questions throughout the week.

    In the end, I reached my “one.” I learned to pull data from multiple sources, merge tables in BigQuery, and export the results into tools I prefer. On top of that, I gained an understanding of how long different tasks might take and how to draft a technical specification.

    I’m very satisfied with the training and wholeheartedly recommend Alexander.
Choose Your Plan
GROWTH:

Complete all 6 lessons with homework assignments.
Cost: $349
Only 9 spots left.
SUPPORT:

Complete all 6 lessons and get 2 personal consultations on your project during two consultations.
Cost: $599
Only 3 spots left.
Still unsure?

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