Babar Khan Javed
Oct 23, 2017

Google is ready to roll out attribution

The new tool offers advertisers and agencies the opportunity to track buyer journeys beyond conversions, opening avenues for after sales engagement.

Google plans to help its advertisers and agencies track the user journey after the last click.
Google plans to help its advertisers and agencies track the user journey after the last click.

Advertisers and agencies using Google for marketing will finally have access to Attribution, the company's platform to follow the customer journey from awareness to purchase and beyond.

Announced in May at the Google Marketing Next annual event, Google Attribution promised to offer marketers an insight on the role Google's marketing tools were playing in the buyer decision journey and the effectiveness for conversions. For no additional cost, the platform promised to offer marketers the ability to measure campaign effectiveness across channels and devices on a single dashboard.

"With Google Attribution, we have been able to automatically integrate cross-channel bidding throughout our AdWords search campaigns," shared Karl Villanueva, the head of paid search and display at HelloFresh in the announcement blog.

As an early tester of the user of Google Attribution, Villanueva claims that conversions for HelloFresh increased by 10 percent.

"This has resulted in a seamless change in optimization mindset as we are now able to see keyword and query performance more holistically rather than inadvertently focusing on only last-click events," he added.

As digital continues to disrupt the traditional path to purchase, Google intends to offer its advertisers and agencies a better means of measuring campaign success by moving past the last click as a measure for AdWords. In doing so, marketers can accurately create media plans based on set goals, opening more room for optimization of search, keyword, and shopping ads.

Marketers that are interested to be notified when the product rolls out can sign up here.

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