Watch a quick three minute video to learn about marketing attribution and why it’s important for helping you make decisions about where to allocate your marketing budget and resources.
This topic isn’t new, but moving away from ‘last click’ attribution (the Google Analytics default model) to a different model is becoming increasingly important. Consider using a model that shares the credit among the different marketing touch points that lead up to the conversion.
If you’re running AdWords campaigns, it’s important to understand if AdWords had any role in generating conversions, even if it doesn’t directly get the full credit for conversion. And different keywords in your AdWords campaign may have had different levels of impact on the conversion. For example a general keyword may have bought the visitor to the website initially, and then a brand keyword bought them back to convert, but the general keyword still played an important role. Different Attribution models will give insights into the role that AdWords, and other marketing sources, play in generating conversions.
The analogy Google gave at an event in New York was:
“If you drink five cups of coffee, and then you’re up all night, is it the last cup that’s responsible, are all cups equally responsible, or is the responsibility shared in different proportions over each cup?”
The free Google Attribution tool is currently in beta testing and is expected to be available in 2018. Read more via TechCrunch.
Melinda aka Mel is a Google Partner, Google Ads & Consultant, Speaker and Trainer and co-owner of Click-Winning Content. Mel provides results-driven services to organisations around the world and is committed to never using an acronym without explaining it first. She also likes greyhounds as pets, grand slam tennis, cracked pepper and Melbourne sunsets. Please connect at the links below.