Display & Video Attribution Beta: GA Shows Assisted Conversions

By Tinuiti Team

Attribution has been a hot topic in recent years. According to a Forrester report released in September 2014, 72% of marketers use multi-click methods to track attribution. While the majority of marketers have graduated from the last-click model, many are still hesitant to act on new findings. The primary reason for this is a lack of understanding data insights. To help marketers gain further knowledge, Google Analytics has launched a beta that shows conversion activity assisted by an impression from the Google Display Network (GDN) or YouTube.

From personal experience, I’m using this beta for one of my clients where we will use the data to assign a value to the impression assisted conversion. We are in the process of determining an attribution model where display and YouTube both get credit for assisting in the conversion process.

What Is This Impression Attribution Beta About?



How can you enable and participate in this beta?

Undoubtedly, attribution is still a challenging area. As Marc Weisinger, Director of Elite SEM Canada, put it, there are many “holes” in data across devices, browsers, ad serving, analytics and other tracking tools ( The solution may not be easy or instant, but rather a method of trial and error. The key is to start now and adjust as your data set grows.

To learn more about Google Analytics reporting, please read Analytics Reports You Should Be Using Now by Chris Michalak.

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