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The Day That Last-Click Attribution Died

Google has announced a new product that may once and for all put an end to the practice of last-click attribution, or the practice of assigning more value to users' very last activity (like clicking on a search ad) before conversion.

The new Google Attribution product essentially makes it possible to measure the impact of any and all of a brand's marketing efforts which today can take place on several different channels including display, video, search, social, on the website, and occur on multiple devices. 

Proper attribution has been difficult for marketers to achieve over the years as it can be complicated to set up correctly, difficult to keep track of where users are at in their buying journey and because the data is rarely, if ever, integrated with other tools which makes it difficult to take action. That changes today for millions of advertisers and marketers with the introduction of Google Attribution, however, which as you may guess, is driven in great part by Google's broader machine learning initiatives. 

The new Google Attribution product should help brands understand how all of their marketing efforts are working in tandem as the solution takes in data from AdWords, Google Analytics and Double Click Search without any additional tagging, enabling marketers to run their selected attribution model across devices and channels, and ultimately sending the results back for reporting and further optimization. 

Google indicated that the Attribution product is now in beta but that it is expected to roll out to more advertisers over the coming months. 

Read more about attribution at Website Magazine: 

+ Fun with Marketing Attribution Models
+ The Multiple Types of Multi-Touch Attribution
+ Give Credit Where Credit is Due

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