Google Analytics attribution modeling allows users to determine the value of marketing channels (Paid or unpaid) that lead to a conversion. Attribution modeling allows businesses to view conversion paths and analyze marketing spend.

Recently, there has been a lot of discussion in the SEO world about Negative SEO. For those of you who aren't familiar, Negative SEO is a 'malicious' way for competitors to hurt another companies online efforts through link building that Google could possibly flag as spam. To fight negative SEO, we introduce to you the Disavow Links Tool in GWT.