Google announced their intentions to rid of last-click attribution and replace it with Google Attribution. Google Attribution is Google’s effort to give you a more complete view of the customer journey from start to finish and beyond. Google said this makes it “possible for every marketer to measure the impact of their marketing across devices and across channels — all in one place, and at no additional cost.”
This goes across display, video, search, social, and on your site or app. How? Well, Google uses AdWords, Google Analytics and DoubleClick Search to integrate the data to give you a complete picture. This is the graphic that illustrates how Google does this:
Google Attribution also makes it easy to switch to data-driven attribution. Data-driven attribution uses machine learning to determine how much credit to assign to each step in the consumer journey — from the first time they engage with your brand for early research down to the final click before purchase. It analyzes your account’s unique conversion patterns, comparing the paths of customers who convert to those who donât, so you get results that accurately represent your business.
Finally, you can take fast action to optimize your ads with Google Attribution because it integrates with ads tools like AdWords and DoubleClick Search. The results are immediately available for reporting, updating bids or moving budget between channels.
Google shared this video of it in action:
— Google AdWords (@adwords) May 23, 2017
Forum discussion at Twitter.