One of the biggest announcements to come out of Google Marketing Next, held in San Francisco, was the advancement of Google Attribution, an upgrade pulling different data channels together.
Here’s a look at what this new update means for search marketers.
What is Google Attribution?
It integrates Google Analytics, Google AdWords and DoubleClick Search, providing marketers one platform to analysis an all-inclusive conversion action path across channels.
What problems does Google Attribution aim to solve?
There are two key problems Google is aiming to address with this product
1. Assigning Credit:
Google Attribution is focused on understanding the full customer journey versus only last-click impact. The limitation with last-click is that it gives all the credit to the user’s very last touch point before converting. This way marketers can see the generic keywords that actually gets the ball rolling and evolves in a transaction path and conversion. For example, if a user searches and clicks on an ad on a non-brand search term, then converts later from a brand ad click, only the brand ad will get credit in a last-click attribution model.
2. Bidding for Keywords:
Advertisers can see the conversion impact of keywords and ads based on multichannel and multidevice conversion path data. Based on more detailed information, automated bidding can assign prices of keywords more accurately, allowing marketers the ability to target consumers more precisely.
How is this different from attribution already in AdWords?
Google has been taking steps over the past several years to take AdWords from an exclusively last-click platform to one that is more flexible.
The attribution tool introduced in AdWords in 2014 is for search funnels only, which means it only reports on whether users interact with multiple ads from an advertiser. It doesn’t provide any insight into the interplay of ads with marketing efforts on other channels, unless advertisers are using data-driven attribution (more on that below). Google Attribution provides the cross-channel context that is missing in AdWords attribution.
How is this different from what’s available in Analytics?
Through the existing integration with Google Analytics, AdWords advertisers have been able to see paid search and Display Network data in Analytics’ multichannel funnel reporting. Attribution offers more depth than Analytics, including more touch points and Google’s data-driven attribution.
What is the data-driven attribution model?
Attribution is by nature an imperfect science. Capturing all the touch points involved in a conversion event in one system, then assigning credit to one, some or all of those steps in a way that accurately reflects the impact on a consumer’s purchase decision is what Google is trying to get closer to with data-driven attribution.
Google’s own data-driven attribution model uses machine learning to understand how marketing touch points increase the likelihood of conversion given a particular sequence of exposures. Based on the custom probability modeling, the data-driven model assigns fractional conversion credit to each touch point.
Over the coming months, the Google Attribution enhancement will be rolling out, providing marketers and business’s the ability to roadmap a customer’s path, what influenced them to purchase and what keywords altered their decision to convert. With more in-depth knowledge, it provides us with the ability to target more methodically and meticulously.