Google has announced launching Google Attribution. The new feature is supposed to be the answer to the million dollar question “is my marketing working?”
With Google Attribution will make it possible for the marketers to measure the impact of their marketing efforts across various devices and channels, and it will be possible to do all this at one place and without extra cost.
“Marketers have been trying to make attribution work for years, but existing solutions just don’t cut it. Most attribution tools:
- Are hard to set up
- Lose track of the customer journey when people move between devices
- Aren’t integrated with ad tools, making it difficult to take action”
Many marketers use last-click attribution and it misses the impact of many marketing touch points. With Google Attribution, it will be easier to undertsand the the impact of marketing efforts.
Integrating Google Attribution with AdWords, Google Analytics and DoubleClick Search brings data from all marketing channels at one place which gives a complete overview.
“Google Attribution also makes it easy to switch to data-driven attribution. Data-driven attribution uses machine learning to determine how much credit to assign to each step in the consumer journey — from the first time they engage with your brand for early research down to the final click before purchase. It analyzes your account’s unique conversion patterns, comparing the paths of customers who convert to those who don’t, so you get results that accurately represent your business.”
Marketers can take fast action to optimize ads and results are immediately available for reporting, update bids or moving budget between various channels.