Despite the fact that it has been a priority for years, attribution remains one of many marketers’ biggest challenges.
Now, Google is trying to change that with the unveiling of a new attribution offering called Google Attribution.
Here’s what marketers need to know about it.
It aims to answer the question, “Is my marketing working?”
Marketers can slice and dice their campaign results in any number of ways but at the end of the day, marketers ask themselves a simple question: “Is my marketing working?”
Google says that Google Attribution is designed to answer that specific question and boldly claims that “for the first time, [it will be] possible for every marketer to measure the impact of their marketing across devices and across channels.”
Google says it solves a number of major attribution challenges
Marketers love the concept of attribution, but making it work in the real world has proven difficult. Google says that Google Attribution will address a number of the biggest attribution challenges, including difficulty of use, cross-device tracking and ad tool integration.
It is integrated with other Google offerings
In terms of integration, it’s no surprise that Google has integrated Google Attribution with its ads and analytics products.
According to Google, Attribution “takes in data across AdWords, Google Analytics and DoubleClick Search without any additional tagging,” and “results are immediately available for reporting, updating bids or moving budget between channels.”
It uses machine learning to enable data-driven attribution
As one of the world’s most innovate tech companies, Google has invested significantly in machine learning and Google Attribution uses some of the company’s machine learning tech to enable data-driven attribution. What is that? The company explains: