Is Google launching a true attribution tool?

[Alexander Lau]

Snapchat, Spotify, Twitter and Pinterest add offline attribution via Nielsen Catalina
http://www.marketingdive.com/news/s...st-add-offline-attribution-via-nielse/445186/

Amazon granted a patent that prevents in-store shoppers from online price checking
https://www.theverge.com/2017/6/15/15812986/amazon-patent-online-price-checking

 

[Alexander Lau]

LEADERS: You Can't Grade Your Own Homework
https://www.linkedin.com/pulse/leaders-you-cant-grade-your-own-homework-kari-mirabal

The same concept exists for 3rd parties that preach the value of their own tools, with whatever view they want you to see. Don't fall for it dealers.

 

[scarletto]

Google Attribution is the simplified version of Attribution 360, the enterprise-level offering that came out of Google’s 2014 acquisition of multichannel attribution solution Adometry. It integrates with Google Analytics, Google AdWords, and DoubleClick Search and doesn’t require any additional site tagging.

Marketers link a Google Analytics view that’s already associated with a Google AdWords or DoubleClick Search account. Once the account is set up, Attribution is populated with the channel performance data from the connected Analytics view. That can include offline conversion event data uploaded to Google Analytics.

The newly launched Google Attribution is a simplified version of Attribution 360. It integrates with Google Analytics, Google AdWords, and DoubleClick Search and doesn’t require any additional site tagging.

Its aim is to simplify the major multichannel, multidevice attribution. The problem with the last-click attribution model is that it ignores touch point that precedes the final touch before a conversion. This leads to blind spots for marketers who are unable to find out the contribution of the individual touch point.

Google Attribution works with less effort and more results:

• It does not demand additional setup as it makes use of data that is already available via other Google products.
• It then offers actionable insights into the complete purchase journey of users on a site.
• As already mentioned above, marketers can then pass back the data to AdWords or DoubleClick Search to help with the bidding decisions.
• Also, Google Attribution does not need further sale tagging.

To use the new model, all you need to do is just:

• Link a Google Analytics view that is associated with a registered AdWords or DoubleClick Search account.
• After you have set up your account, Attribution imports data related to performance from the respective Analytics view (the account you linked).
• This may also include offline conversion event data that has been earlier uploaded to Google Analytics.
• Afterward, marketers can separately assign an attribution model to specific conversion events.

The Google Attribution is the Google’s latest Marketing Tool of 2017. This newly launched tool can completely Redefine your marketing Strategies. Find out more lesser-known facts about Google Attribution.