Google launches free multichannel, multidevice Attribution solution
Multichannel conversion action data can then feed back into Google AdWords and DoubleClick Search to inform bidding decisions.
As it did with web analytics in 2005, Google is bringing attribution to the masses with the new free version of Google Attribution.
Announced Tuesday ahead of the annual Google Marketing Next Event, Google Attribution is a simplified reformatting of Adometry, the multi-channel attribution service that Google acquired in 2014 and has woven into its enterprise offerings.
The aim here is to simplify the complex problem of multichannel, multidevice attribution by leveraging data advertisers already have in Google Analytics, AdWords or DoubleClick Search, said Kishore Kanakamedela, director of product management at Google, by phone Monday. Bill Kee, group product manager at Google, added that Google Attribution is focused on understanding the full customer journey versus being limited to looking at last-click impact.