Google Attribution Merging AdWords, Google Analytics & DoubleClick Search

May 24, 2017 - 8:16 am 3 by
Filed Under Google Ads

Google Colored Wood

Google announced their intentions to rid of last-click attribution and replace it with Google Attribution. Google Attribution is Google's effort to give you a more complete view of the customer journey from start to finish and beyond. Google said this makes it "possible for every marketer to measure the impact of their marketing across devices and across channels -- all in one place, and at no additional cost."

This goes across display, video, search, social, and on your site or app. How? Well, Google uses AdWords, Google Analytics and DoubleClick Search to integrate the data to give you a complete picture. This is the graphic that illustrates how Google does this:

click for full size

Google added:

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.

Finally, you can take fast action to optimize your ads with Google Attribution because it integrates with ads tools like AdWords and DoubleClick Search. The results are immediately available for reporting, updating bids or moving budget between channels.

Google shared this video of it in action:

Forum discussion at Twitter.

 

Popular Categories

The Pulse of the search community

Follow

Search Video Recaps

 
Google Core Update Volatility, Helpful Content Update Gone, Dangerous Search Results & Ads Confusion - YouTube
Video Details More Videos Subscribe to Videos

Most Recent Articles

Search Forum Recap

Daily Search Forum Recap: April 16, 2024

Apr 16, 2024 - 4:00 pm
Google Search Engine Optimization

Google Will Fight Site Reputation Abuse Spam Both With Manual Actions & Algorithms

Apr 16, 2024 - 7:51 am
Google

Google Search Tests Thumbs Up/Down Buttons In Product Grid Results

Apr 16, 2024 - 7:41 am
Google Ads

Google Ads "Similar Product" Carousel

Apr 16, 2024 - 7:31 am
Google Search Engine Optimization

Clarification: Google Search Supports Images Referenced From src Attribute

Apr 16, 2024 - 7:21 am
Google AdSense

Google AdSense New Ad Intents Formats - Links & Anchors In Content

Apr 16, 2024 - 7:11 am
Previous Story: Google Might Publish On SEO Myths; Asks For Topics