What you need to know about Google Attribution
Rachel Marsh
Commercial Director at The HBP Group, Focused on the growth of the UK's leading EPOS and online ticketing solution - VisiSoft.
At a recent conference, Google announced its latest update to be rolled out across the internet for Marketers. Introducing Google Attribution, the latest way to understand your customer’s journey through the internet.
The model appears to be a free version of the readily available Google Attribution 360, this integrates your AdWords, Analytics, and Double Click applications.
It aims to answer the question ‘is my marketing working?’. Google have a focus on wanting to understand the full customer journey rather than just conversion rates of clicks. Watching how your customers buy from you is key to learning the customer journey. However, the attribution model doesn’t allow for touch points or nudges along the way.
It is instead focussed on the final touch point, leaving us with a blind spot as to what lead the customer to end up buying from you. For example, we know that nudging a customer 11 times from a variety of touchpoints will make them more likely to buy from you. These could be social media sites, an E-newsletter, search engine impressions, word of mouth, leaflet, advertisement. Google attribution only tracks the final stage of this journey, leaving Marketers with a gaping hole in the data.
We will know more about the full model when it is released over the next year. Don’t wait to find out what converts those final few customers. Set up your marketing campaign to nudge your customer 11 times. GRO practice omnichannel marketing which is key to a successful marketing campaign in 2017.
Ends.Introducing #GoogleAttribution, the latest way to understand your customer's journey through the internet, this integrates your AdWords, Analytics, and Double Click applications.