Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Data » Google Launches Data-Driven Attribution For Google Analytics Premium

Google Launches Data-Driven Attribution For Google Analytics Premium

Today, Google announced it is expanding the attribution modeling capabilities offered in Google Analytics Premium, the paid, enterprise-level version of the ubiquitous web analytics platform. The new feature, named Data-Driven Attribution, is designed to help marketers move beyond last click attribution to better account for and optimize their media spend across all channels. Unlike the current […]

Ginny Marvin on August 20, 2013 at 12:30 pm

Today, Google announced it is expanding the attribution modeling capabilities offered in Google Analytics Premium, the paid, enterprise-level version of the ubiquitous web analytics platform.

The new feature, named Data-Driven Attribution, is designed to help marketers move beyond last click attribution to better account for and optimize their media spend across all channels. Unlike the current features available in Google Analytics — Multi-Channel Funnels and the Attribution Comparison Tool — Data-Driven Attribution allows marketers to analyze the incremental contribution of each touch point, not just those that lead to a conversion, to getter a clearer view of the customer journey and the ROI of each marketing channel.

“Being able to understand the customer path to conversion to drive results has been historically very difficult,” said Google product manager for attribution, Bill Kee, by phone. “This is an algorithmic solution to attribution.”

How It Works

The modeling is derived from the existing data set of visitor paths and automatically assigns credit across marketing channels. Rather than looking at just the paths of converting visitors, the model looks at all visitor paths to help marketers analyze the ROI of each marketing exposure.

Kee explains that the algorithmic approach takes the conversion rate for all users coming through a certain path and then compares that to a similar set that does not include exposure to a particular touch point. For example, you might look at users who followed a path of display > search > social > direct and compare that to the set of users who came via display > search > direct to understand the impact of social on conversion rates in the customer journey. How did having social in the mix increase the likelihood of conversion?

Data-Driven Attribution provides an “evidence basis that’s dramatically better than last click, which isn’t always predictive of conversion outcomes,” says Kee.

Google is also touting the transparency of the methodology. Using the Model Explorer marketers can dig in and get a detailed view of the model itself — how it is assigning attribution credits at any given point in the in a visitor path.

model explorer attribution google analytics

In addition to integrating with other Google properties like AdWords and YouTube, the new attribution tools works with data from other sources pulled in with Universal Analtyics.

Existing customers won’t need to make any changes before using the new attribution feature, but can customize channel classifications using their own taxonomy, shrink the look-back window and add-in offline data if they aren’t already doing so. Google offers tailoring support to all Google Premium Analytics customers.

Data-Driven Attribution is available generally as of today. Kee explains that this roll-out is a “big part of the Premium strategy” as Google moves more heavily into the paid analytics space, taking on competitors like Omniture, Adobe and IBM. “We are doubling down to be able to serve enterprise-level businesses.” Launched 18 months ago, Kee says the customer base for Google Analytics Premium is now in the hundreds.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Webinar: Overcome third-party data challenges for CX success

    Public wants to know where brands stand on issues, surveys show

    Why event technology is critical to marketing success

    HubSpot expands App Accelerator program internationally

    The power and limitations of universal IDs

About The Author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Data

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

Dominate Your Competition with Google Auction Insights and Search Intelligence

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.