Google’s Attribution was one of the major launches announced at Google Marketing Next, a conference held in San Francisco, back in May. The new tool works by pulling data from Google Analytics and Adwords to generate a more extensive view of conversions across all channels and create an attribution modelling, and cater bidding information.
So what is Google Attribution?
Google’s Attribution is based on the old Attribution 360, a tool launched in 2014, and based itself on an older tool known as Adometry, which was acquired by the giant. Google Attribution works quite straightforward: it integrates existing functions, like Analytics and AdWords together, without requiring any additional platforms or tools. Users link the Analytics view which already works togethe with AdWords. Attribution is then populated with data from these two tools, specifically channel performance data, charts or offline conversion event data.
The power of Attribution is its obvious attribution tool: users can assign an attribution model to their conversion events, and then compare models side by side. This processed data can then be reinserted back into AdWords to inform bidding decisions.
What can you do with Google Attribution?
1. You can monitor and plan the mid and upper-funnel interactions
Google Attribution lets marketers and business owners monitor the entire sales funnel and how customers behave after landing on the website. While other tools only focused on “last click” monitoring, Attribution gives you the full journey, before the purchase. This helps marketers and business owners tremendously, as they can create their keyword strategy to include every step of the purchase.
2. You can easily make bidding decisions based on the funnel data
When you send back the modeled data to AdWords, you can see the conversion impact of every keyword used in your campaign. This data is based on multi-channel and multi-device conversion path data which is provided by Attribution. Automated bidding is then the next step, which use the mid and upper-funnel contributions. Simply put, you can use the data from Attribution to make automated keyword bidding.
3. Attribution compared to AdWords
AdWords was initially a last-click platform, but evolved over the years, offering converted clicks and conversions. The conversions supports attribution modeling and works together with Analytics, but there is a downside. There is no way to provide an insight into the interplay of ads with marketing efforts on other channels, unless users use some type of data attribution from a third party provider. This is essentially what Google Attribution fixed: you can use data from multiple platforms, interlink it and have a full report on your campaign.
4. Attribution compared to Analytics
Analytics offers a lot of data on marketing efforts, especially when coupled with AdWords. User are able to see reports on their paid search endeavors and use the Display Network data in Analytics’ multi-channel funnel reporting. However, Attribution’s tools are more complex and provide a full report, offering a powerful attribution comparison tool. All of the attribution tools in Google’s Attribution include more details and touch point than their similar counterparts available in Google Analytics.
Google’s Attribution is still a new tool and marketers need to get accustomed to it in order to take full advantage of its powerful features. Thankfully, Google promotes the adoption of data-driven attribution in keyword planning and this tool will be a very important element in every campaign in the coming years.