Google Attribution: Are You Still Using Last Click?

By Tinuiti Team

Clear and effective omnichannel strategies are the future of digital marketing. The combination of data-driven attribution models, automated bidding strategies, and multi-channel attribution platforms is taking us there.

Integration of Google’s recently launched data-driven attribution model with automated bidding strategies could provide search marketers using AdWords, Google Analytics and DoubleClick Search a more cohesive understanding of cross-channel plus cross-device conversion pathways than ever before.

The following is a further look at Google data-driven attribution, along with advantages to advertisers that combine it with automated bidding and multi-channel attribution.

Google Attribution Basics

Google’s primary motive in launching data-driven attribution was to provide marketers with a more holistic view of conversion action patterns and trends that occur in the digital landscape. This more detailed information improves decision-making for digital marketers.

It helps marketers identify which conversion pathways are most valuable and efficient in influencing consumer behavior towards marketing goals.

Google Attribution is a simplified, free version of its enterprise Google Attribution 360 offering, which has been around since 2014 when Google acquired Adometry. This central platform receives conversion data from multiple sources (AdWords, Analytics, & DoubleClick Search), aggregates and analyzes it for attribution based on a chosen model like data-driven attribution, then feeds it back to the sources.

How to Use Google Attribution

Most advertisers still have to sign up for the beta testing to make use of the free Google Attribution platform. Once approved, the advertiser's account is (most easily) set up by linking through an associated Google Analytics account.

Benefits of the Platform

The following are some of the primary benefits of using Google Attribution. These benefits demonstrate the synergy that is created by combining data-driven attribution, automated bidding and multi-channel attribution.

User interface enhancements: Cross-compare different attribution models, and analyze conversion paths and time lags between clicks and conversions.

Requires no additional site-tagging: The platform is intended for use with Google’s dynamic attribution model, Data-Driven Attribution and automated bidding strategies.

Cross-channel plus cross-device conversion pathway data: The more complex and thorough pathway data enables search marketers to make better decisions regarding search strategy. All available touch points in a conversion path are factored in, as compared to just the last four in Google Analytics DDA.

Factors in ad impressions to the conversion path and the viewability of those impressions: This feature is beneficial when view data is available.

Ability to factor in offline conversion data: Given the popularity of multi-channel strategies, the ability to interpret data from both offline and online conversion path stages is tremendous.

To take full advantages of omnichannel strategies, leverage platforms like Google Attribution that combine data-driven attribution, automated bidding, and multi-channel attribution. By doing so, you get a clearer perspective on the path your users take to conversion so you can make the most intelligent digital advertising investment decisions.

For more insights on how Google has been shaking things up recently, read Google Testing Expanded Text Headlines for Ads.

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