This blog also appeared on Marketingfacts.nl
Conversion attribution is a subject that has been at the top of the agenda of many marketers for years. Almost 81% of all marketers wants to know and do more with conversion attribution to know how many interactions customers require before they convert, which impact digital has on the results and to consistently compare campaign results.
An analysis with so many possibilities, involves a lot of complexity, limitations and discussion. And then there was the announcement of Attribution 360. Google’s solution for conversion attribution and part of the Google 360 suite. In 2014 bought as Adometry and then further integrated with Google’s products and infrastructure. In 2017 everything will finally come together. Or at least it looks that way after a series of announcements on Google Marketing Next 2017, among others.
Google Attribution 360
Where it always applies ‘own channel first’ with products like Adwords, Google Analytics and DoubleClick, Google Attribution 360 goes one step further. According to their own words:
“Google Attribution 360 brings online and offline media together, for more profound
insights that lead to better performances and a higher ROI on cross-channel campaigns.”
So no more fragmentations, but view on the entire customer journey of your customer, not parts thereof. Currently Attribution 360 is still in beta, but later this year it will be available to everyone. I will list the main features.
1. Data Driven Attribution
Attribution 360 is mainly built on the Data Driven Attribution model, known to GA360 users. Within Attribution 360 you can use linear, first click or You attribution, but data driven attribution is leading in most of the parts.
Data driven attribution works based on methods that resemble uplift or removal analyses. Hereby the results of a campaign with (test group) and without (control group) a channel are tested and compared. If there are more conversions with the channel you can assume that the data driven model will assign more attribution to the relevant channel.
2. Media Optimizer and TV Commercials
One of the most appealing features of Attribution 360 is the Media Optimizer. Media Optimizer works based on predictive modelling and provides advice on how you can use your media budget as effectively as possible. You set the target and settings of the campaign. Subsequently Media Optimizer provides an overview of the most optimal media use and the expected results. You can adjust these settings yourself, so you can immediately see the consequences of this regarding things like budget, views, clicks and natural conversions.
Media Optimizer works on all available advertisement dimensions so you can optimise on expressions, propositions, channels and landing pages. By combining smartly, you should be able to give an enormous boost to your campaign results.
Advertisers who are also active on television, have the opportunity to sync with the broadcasting times of their commercials. Attribution 360 subsequently provides, based on trends in search questions and website visits, insight into the extent to which television has impact on purchase behaviour.
3. Cross-device insights
With Attribution 360 Google promises to eventually come with a complete and non- duplicated overview of cross-device conversions, based on their cross-device graph that is also used with other AdWords. Based on profiles recognised by Google the impact of mobile on desktop conversions, for example, is made clear.
Side note hereby is that this data will only be accessible at aggregated level. Google will not make any complete cross-device clickstreams available in the output possibilities that Attribution 360 offers.
4. Data collection: integrations, speed and quality
With Attribution 360 the integration with other Google products is again mentioned as one of the distinctive USPs. With a thorough setup of Google Analytics (for website and conversion data) and DoubleClick Campaign Manager (for campaign and media tracking data) the data is entered. After 48 hours you should be ready for your first analysis.
But was it not already promised with the Google Analytics Multi-Channel Reports that it would be click and play? Users of the Multi-Channel Reports in Google Analytics know that inconsistent and missing campaign tagging (the so-called UTM parameters) can be a proper spoilsport. The idea of “no further setup” appears unruly in practice. For this they have set up a solution in Attribution 360 with which you can retroactively clean the campaigns with various campaign features (such as landing page, URL strings etc.) In other words: Higher data quality.
Another difference with the Multi Channel Reports it the possibility to also include touchpoints that have never resulted in a website visit. Therefore, the view is more complete and channels can be assessed on their full use.
In Attribution 360 data can be enriched at campaign and conversion level. This way it is possible to provide extra features to a campaign afterwards. For example, you can check out how the conversion paths of conversions/customers with a high Customer Lifetime Value will look. Or you can add features of affiliates to campaigns, so you can make a distinction between the types of affiliates.
With Attribution 360, Google seems to work towards a better integration with non-Google products. For paying customers it is possible to set up links with third party platforms in order to automatically import cost information for example. Conversely, Attribution 360 can provide output to these platforms so that this attribution information can be used as input for bid management for example.
There is more great news: there will be a free version named Google Attribution. So, every marketer is able to work with extensive attribution possibilities.
But what is the difference between the paid and the free version. As we already experienced with the free and 360 version of Google Analytics, Attribution 360 will have more complete features. Attribution 360 will have more integrated solution to link with programmatic marketing and data systems. Furthermore, the most advanced parts like TV Attribution and the Media Optimizer will probably not be included in the free version of Google Attribution.
There is more on the agenda: Google Ads Data Hub
Google seems to focus more on the distribution and editing of the collected data. If you currently want to perform advanced own analyses on your data sets, you must work with data files that you retrieve from DoubleClick or Google Analytics 360. The export possibilities to work with these, were already getting better. But since last week we know that Google will also offer an own environment where all event level data from Google Analytics, DoubleClick and YouTube comes together: the Google Ads Data Hub.
Google Ads Data Hub is built on the Google Cloud platform and enables advertisers to release any desired analysis or visualisation on their data in an own environment and with own tools. With the extra data from Attribution 360 data scientists can have a field day in the coming period.
Would you like to know more about Google Attribution 360 and are you curious what we can do for your company? Why not contact us now!