[SMK] Social Media Knowledge

DIGITAL MARKETING NEWS

Three Ways to Prepare for Google Attribution

At the most recent Marketing Next Summit, Google announced a brand new tool that will soon become the third essential piece for all Google advertisers: Google Attribution.

What is it?

The new Attribution tool fills the gap that currently exists with Analytics' Multi-Channel Funnels that only compares different attribution models.

With Google Attribution, we’ll also be able to action them with a brand new Data-Driven, Machine Learned, Cross-Channel attribution model.

Although Google Attribution is not slated for release in Australia until next year, there are a few steps you need to take to prepare so now is a good time to get the house in order.

Step 1: End of Last Click

The first step isn't a technical one but is arguably an even more difficult, human problem.

Google has trained us all to think 'Last Click' attribution for many years, because that's how AdWords Search and Analytics first started.

A decade later, we are now in a cross-device, cross-channel world but are still using a one device, one channel measuring stick.

The first step is to get all stakeholders to agree we actually do have a problem with our current yardstick and that we should be measuring cross-channel and cross-device, thus giving due credit for Assisting channels.

Step 2: Moving to Data Driven Attribution

Once you’re ready with the technicals go to AdWords -> Measurement -> Conversions settings.

Here you can edit each Conversion away from using the 'Last Click Attribution' model to instead use the 'Data Driven Attribution' model.

Once you switch over to Data Driven Attribution, you’ll notice a few immediate impacts:

1) Conversions are no longer whole numbers – recognising Data Driven Attribution's allowance of *partial* attribution to a channel

2) Conversions previously attributed to Branded keywords will now skew more towards Unbranded keywords

3) Conversions previously attributed to Desktop devices will now skew more towards Mobile devices.

Ultimately the net result is that with proper attribution, for the same media spend, you should be able to drive more conversions.

Step 3: Troubleshooting

If the 'Data Driven Attribution' option isn’t available, its because you have too few conversions.

If that’s the case, you’ll need to massively increase the number of Conversion signals (typically Micro Conversions) that you can feed to the Google algorithm.

ABOUT THE AUTHOR
Adam Sugihto is founder of specialist, Melbourne based Pay Per Click agency and Google Certified Partner, Intentional. Since 2009, the Intentional team have driven online advertising for companies in global markets such as Prague, Paris, Tokyo, London, Shanghai, Bangkok, New York and LA; as well as being digital advisor and partner in the Australian domestic market for numerous household brands and NFPs.

 

Learn with SMK through August 2022

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally

August SMK Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Techical Labs: LinkedIn Pages, Ads, Campaign Manager, Pixel Tracking, & More on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Ecommerce & Social Commerce Essentials on Thursdays from 10 am – 12 pm AEST

  • Module One: 2022 Ecommerce and social trends, tools, challenges and opportunities
  • Module Two: Driving high-quality traffic to your online store that converts via Search, social, email and more
  • Module Three: Harnessing the power of Customer Relationship Management (CRM) to boost ROI
  • Module Four: Maximising social commerce opportunities within Facebook, Instagram, TikTok & YouTube

2022 Facebook Marketing Masterclass on Fridays from 11 am – 1 pm AEST

  • Module 1: Facebook Marketing trends, benchmarks & opportunities
  • Module 2: Engaging Facebook users within the News Feeds & beyond
  • Module 3: Creating high-performing Facebook Ads campaigns
  • Module 4: Messaging, Events, Influencers, Groups & Commerce

Leave a Comment