02 Jun, 2017
With the proliferation of multiple devices,
customer journeys are getting complex - across search, social, websites and
portals, apps, video, display, and more, making them even harder to measure.
New challenges require new solutions. Say hello to Google Attribution.
business owner, you understand the need to take your marketing online. The
internet provides the best way to advertise your services and flawlessly
measure the outcome.
Once you go
online with your website and start promoting your offerings, how do you track
marketing efforts? After all, you need to know what worked and why. Only then
will you be able to align your marketing for better impact. Most business owners rely on Google Analytics.
However, now there is an even better way. Say hello to Google Attribution.
Google Attribution: What is
Google Attribution: Cross Device, Cross Channel,
Data Driven Insights
Attribution works by capturing all of the touch points involved in a sales conversion
and then assigning credits to these touch-points according to their impact on a consumer’s purchase decision.
Attribution is a data-driven model that works by unifying data across multiple
platforms such as AdWords, DoubleClick search and Google Analytics. It then
generates results after running the model that you selected across different
channels and devices.
A user will
have to integrate a Google Analytics view that already has an AdWords or
DoubleClick Search account associated with it to Google
Attribution. Once that is made ready, Google Attribution will get the channel
performance data and models can be compared side by side.
Google Attribution: What Are Its Benefits?
A couple of
the biggest benefits of using Google Attribution are its wide array of
integrations and the fact that it will be free of cost for most customers to
received can be comprised of offline conversion event data that is uploaded in Google
Analytics as well. The conversion data can actually be fed back to DoubleClick
Search or Analytics for the purpose of bidding decisions.
New assessment techniques, similar to how Google
Attribution works, driven by machine learning processes have cropped up in
recent times. These methods have facilitated marketing valuators to model the
contribution of different advertising channels.
This is a significantly more accurate manner of appraising
the overall results of different marketing campaigns.
Will Google Attribution Fix?
Google Attribution apparently takes into account the complete
customer journey instead of only the last click. The issue with the last click
is that it bestows all the acknowledgment to the user’s very last contact point
Also, if a marketer is not made aware of the fact that a
certain keyword was the trigger point, they might ditch the keyword entirely,
which will be a setback to the marketing campaign.
Google Attribution also will involve automatic bidding
which, needless to say, will be beneficial to both the user and Google as well.
Questions? For more information click here.