Google Attribution: A New Way to Track Your Marketing Efforts

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.

As a 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.

Google Attribution: What is it?

Google Attribution: Cross Device, Cross Channel, Data Driven Insights

Google 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.

Google 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 use.

The data 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.

What 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 before conversion.

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.

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