Google Attribution will very likely change marketing perspective in 2018 and thereafter.
Last month, Google Marketing Next at San Francisco was a rather useful learning session for marketers. I attended its deferred live telecast, and many marketers like me attended it around the globe. Google announced new marketing insights and launched a new tool, i.e. Google Attribution which will integrate multi-channel data from Adwords, Analytics, and DoubleClick and help understand marketing campaigns with a holistic approach. Google acquired Adometry back in 2014 and transformed it into Google Attribution 360. The new marketing insights tool is in beta version now, however, Google has announced it will be available to more marketers in the coming month.
Build Up to the Google Attribution Concept
Google Analytics was already there with its comprehensive data analyzing features. So, why Google thought of having a new tracking and data reporting tool? Let’s go back into the real challenge that most marketers feel which analyzing Google Analytics data.
Earlier, marketers can only track the end touch point after a sale is being made, which create dark spots in the sales channel, as because mid and upper-level sales funnel are not clearly known. In order to check the credit of mid and upper-level funnels, Google has launched Attribution, which will bring more transparency to actual sales acquisition channels.
Important Features of Google Attribution
Google Attribution is the successor to Google Attribution 360 and therefore will have most of the features available. Here is the value added proposition marketers will have after the launch of Google Attribution:
Multi-Channel Data Integration:
With the launch of Google Attribution, marketers will have a more holistic approach to customer data insights. Adwords, Analytics and DoubleClick will integrate to provide more reliable and qualitative insights of your marketing efforts.
Single Marketing Data Window for Multi Devices:
Irrespective the devices or channels you bring into your marketing campaigns, marketers can feel at home with Google Attribution. The last touch point data available in the previous version is not sufficiently useful in understanding customer behavior. Adobe and BrightFunnel, a B2B attribution and forecasting startup – are looking for years to get a system that doesn’t depend only on last click data.
Estimation of Ad spends and Bidding:
The holistic data availability will ensure that marketers have a better estimation of ad spends they allocate and sufficiently resourceful in offering a better bidding strategy for their advertisements. These important data will help marketers strategizing their campaigns with intent, objectives, and better ROI.
Seamless Integration Without Additional Tagging:
Most important aspect of Google Attribution is it has ability to integrate seamlessly with Analytics, Adwords and DoubleClick. Marketers get all the data they want to integrate and still don’t have to add any additional tag to their website.
Related read: Lesser Used Google Tools for Marketing
Google Attribution 360 Suite is still available and can be used with all its features still intact. By next year, Google Attribution is more likely to roll out, though, at Google Marketing Next, Google announced that they will roll out the tool to more marketers by Dec 2017. Let’s wait and see, how this new marketing tool turns out to be.