Yesterday, my twitter feed blew up with the news of the newly announced Google Attribution tool. Finally - we may be able to end Last Click Attribution! Then, as I started to learn more, this seemed more like a PPC Justification Tool. It seems that is designed to put the fat thumb of Google on the scales to drive more revenue to the behemoth. From a Forbes article, "Naturally, Google said this works best when used with other Google ad tools such as AdWords and DoubleClick Search. It wasn’t clear to what extent Attribution can track or use data with other tools." I hope Google is looking to really help advertisers gain insight into what advertising influences consumers - I fear this may be a con job to extract more AdWords revenue.