At the recent Google Marketing Next event in San Francisco, Google announced it’s latest launch of a campaign analytics platform they’re calling Google Attribution.
Last click’s last breath
Google Attribution, it seems, is all about the quest to discover which points of contact actually compel consumers to purchase.
So far, most online platforms take a simplistic view of campaign analytics, opting to give full credit for a purchase to user’s last click.
Attribution is looking to do it differently, tracing all of the customers steps towards purchase and measuring the value of each step along the way.
Unify, analyse, act
Google Attribution promises, of course, to integrate seamlessly with existing Google products and services to provide a helicopter view of campaign effectiveness.
When properly integrated, Attribution will draw data from AdWords, DoubleClick Search and Google Analytics.
Google says this will let them track info from display, video, search, social, email or other channels.
All that will then be analysed according to user-defined parameters, and output as actionable conclusions to the marketer.
At launch, Google is spruiking Attribution as being easier to set up, more effective at tracking customer journeys across all devices and fully integrated with ad tools so you can efficiently act on your intel.
Will you be making the jump to Google Attribution any time soon?
Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.