Thursday, June 01, 2017

Google Attribution: Understanding impact of different advertising strategies

Last week, Google announced a new service called Google Attribution, which allows advertisers and marketers to integrate their Google Analytics, Ad Words, and Double Click Search accounts to better understand the impact of certain advertising techniques and platforms on consumer habits and specifically conversion.
The new service assigns an attribution model to specific conversion events.
Unlike past services such as Google Analytics, Google Attribution allows advertisers to understand a customer's full journey toward conversion and to grasp the impact that each step along the way had. Previously, models focused on "last click" prior to conversion, giving credit only to a user's last touch point before converting.
This transparency allows marketers to get a more holistic and thorough sense of the scale and impact of their keyword and ad strategies.

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