Google has launched ‘Google Attribution’, a new product intended to help marketers measure the impact of their marketing across devices and across channels.

Google Attribution is integrated with AdWords, Google Analytics and DoubleClick Search. It unifies data, analyzes performance and takes action.

Sridhar Ramaswamy, Google’s Senior Vice President of Ads & Commerce, says, “Google Attribution also makes it easy to switch to data-driven attribution. Data-driven attribution uses machine learning to determine how much credit to assign to each step in the consumer journey — from the first time they engage with your brand for early research down to the final click before purchase. It analyzes your account’s unique conversion patterns, comparing the paths of customers who convert to those who don’t, so you get results that accurately represent your business”.

Read more about Google Attribution

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