Smarter attribution for everyone

Cross-posted from the Google Analytics blog.

In May, we announced Google Attribution, a new free product to help marketers measure the impact of their marketing across devices and across channels. Advertisers participating in our early tests are seeing great results. Starting today, we’re expanding the Attribution beta to hundreds of advertisers.

We built Google Attribution to bring smarter performance measurement to all advertisers, and to solve the common problems with other attribution solutions.

Google Attribution is:

• Easy to setup and use: While some attribution solutions can take months to set up, Google Attribution can access the marketing data you need from tools like AdWords and Google Analytics with just a few clicks.
• Cross-device: Today’s marketers need measurement tools that don't lose track of the customer journey when people switch between devices. Google Attribution uses Google’s device graph to measure the cross-device customer journey and deliver insights into cross-device behavior, all while protecting individual user privacy.
• Cross-channel: With your marketing spread out across so many channels (like search, display, and email), it can be difficult to determine how each channel is working and which ones are truly driving sales. Google Attribution brings together data across channels so you can get a more comprehensive view of your performance.
• Easy to take action: Attribution insights are only valuable if you can use them to improve your marketing. Integrations with tools like AdWords make it easy to update your bids or move budget between channels based on the new, more accurate performance data.

Results from Google Attribution beta customers

Last April, we shared that for AdWords advertisers, data-driven attribution typically delivers more conversions at a similar cost-per-conversion than last-click attribution. This shows that data-driven attribution is a better way to measure and optimize the performance of search and shopping ads.

Today we’re pleased to share that early results from Google Attribution beta customers show that data-driven attribution helps marketers improve their performance across channels.

HelloFresh, a meal delivery service, grew conversions by 10% after adopting Google Attribution. By using data-driven attribution to measure across channels like search, display, and email, Google Attribution gives HelloFresh a more accurate measurement of the number of conversions each channel is driving. And because Google Attribution is integrated with AdWords, HelloFresh can easily use this more accurate conversion data to optimize their bidding.

"With Google Attribution, we have been able to automatically integrate cross-channel bidding throughout our AdWords search campaigns. 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.
- Karl Villanueva Head of Paid Search & Display, HelloFresh

Pixers, an online marketplace, is also seeing positive results including increased conversions. Google Attribution allows Pixers to more confidently evaluate the performance of their AdWords campaigns and adopt new features that improve performance.

"By using Google Attribution data we have finally eliminated guesswork from evaluating the performance of campaigns we're running, including shopping and re-marketing. The integration with AdWords also enabled us to gradually roll-out smart bidding strategies across increasing number of campaigns. The results have significantly exceeded expectations as we managed to cut the CPA while obtaining larger conversion volumes." - Arkadiusz Kuna, SEM & Remarketing Manager at Pixers

Google Attribution can also help brands get a better understanding of their customer’s path to purchase. eDreams ODIGEO, an online travel company, knows that people don’t usually book flights or hotels after a single interaction with their brand. It often requires multiple interactions with each touchpoint having a different impact.

“Some channels open the customer journey and bring new customers, whereas other channels are finishers and contribute to close the sales. Google Attribution is helping us to understand the added value of each interaction. It enhances of our ability to have a holistic view of how different marketing activities contribute to success.”
- Manuel Bruscas, Director of Marketing Analytics & Insights, eDreams ODIGEO

Next steps

In the coming months we’ll invite more advertisers to use Google Attribution. If you’re interested in receiving a notification when the product is available for you, please sign up here.

Don’t forget, even before adopting Google Attribution, you can get started with smarter measurement for your AdWords campaigns. With attribution in AdWords you can move from last-click to a better attribution model, like data-driven attribution, that allows you to more accurately measure and optimize search and shopping ads.

Posted by Bill Kee, Group Product Manager, Measurement and Attribution