Attribution, a new free solution that claims to measure the impact of marketing across devices and channels has been launched by Google. Attribution is baked into analytics and built off Google’s 2014 acquisition of online attribution company Adometry.
Google’s senior director of product management, Babak Pahlavan said “The emphasis for us is simplicity. It’s very easy to connect to accounts on AdWords or Analytics, and other sources. Essentially, we can set it up in minutes and, in 48 hours, data starts flowing in,”
Providing the data is deployed via Google Analytics, the free tool will measure clicks from all sources including email and social.
Google has also launched an enterprise solution called Attribution 360 for marketers with more complicated needs.
Pahlavan said “This connects to additional data sources such as Doubleclick ad manager, which handles non-Google sources, and produces more sophisticated reports,”
The enterprise solution also comes with a TV-attribution that is globally ready.
“It analyses minute-by-minute of TV ads and assigns attributions it sees to search results and website visit list,” Pahalavan explained.
These solutions are both currently in beta but will roll out to selected advertisers in the coming months.
Not only that but online interactions that contribute to a customer walking into a store can now be tracked thanks to updates to Google’s Store Visits tool.
By using machine learning the tools capabilities can now track visits at a huge scale, including visits that happen in dense cities or multi-story malls.
Advertisers will be able to measure store visits delivered by search and shopping ads as well as in-store revenue via Google’s store visits tool. This will be taken one step further with store sales measurement at device and campaign levels.
A special format on YouTubes Truview campaign has also been deployed which now allows users to measure from a video impression to a store visit.
This format has already seen great results with the US chain Wendy’s seeing nearly a million store visits in the last quarter of 2016 said the vice-president of product management at Google, Jerry Dischler.
“For advertisers who want more detail and granularity, they can link their loyalty data to Google ad clicks,” Dischler said.
Dischler also commented on anyone worried about whether these new ways of using data on Google should be GDPR compliant, “We have ensured that these solutions are all privacy safe with completely anonymised results.”
Google’s development of AI is the key to Attribution, Dischler said “The only way we can confirm with 99% certainty that a user has visited a store, is with machine learning. If you were to use GPS data or Wi-Fi data alone, you’d get a very low degree of precision. Using deep neural networks, we take in data ranging from GPS, wifi, survey data and coordinates from hundreds of millions of buildings around the world to produce high-quality results.”
He went onto comment that it is only machine learning that can process data from millions of user journeys and conversions, analysing touchpoints that correlate with an increasing propensity to convert.