At Google Marketing Next 2017, we took to the stage to share product updates that will help you transform your marketing. Watch the live stream recording and explore the collection of articles inspired by these talks to delve deeper into the insights, trends and innovations discussed.
Transparent and comprehensive measurement gives advertisers full sight into the impact of their marketing. But reliance on last-click attribution poses a challenge. A holistic, cross-channel view of what’s driving your marketing performance is key to understanding how to value each customer touchpoint.
We have two new launches to help every business, large or small, solve the attribution challenge. On Tuesday, we announced Google Attribution, a new free product to help marketers measure their campaigns. Now, to meet the needs of our largest advertisers, we’re launching an updated version of our enterprise offering: Google Attribution 360.
Just like with the free product, Attribution 360 is an easy to set up, actionable, cross-channel, cross-device attribution tool. It’s also highly customizable, so you can get a view of your marketing performance that aligns with how you view your business. The updated version of Attribution 360 is currently in beta, and will roll out to more advertisers over the next few months.
Fast setup for higher productivity
Enterprises shouldn’t need a team of data scientists to implement a better attribution model, or wait months to get results. That’s why we’ve built a frictionless system that lets you quickly set up your Google Attribution 360 account.
Attribution 360 integrates seamlessly with Google Analytics, DoubleClick Campaign Manager, DoubleClick Bid Manager and DoubleClick Search. You simply link your accounts and receive all your marketing event data in Attribution 360 within 48 hours — no need for retagging and no data loss between systems.
Tackling the attribution challenge with flexible data
Data sits at the core of the attribution challenge. For marketing analytics to provide powerful and actionable insights, they must be rooted in accurate and comprehensive data.
Attribution 360’s rich set of data management features allow you to connect all your external data sources. With enhanced preview capabilities, in-product data quality reporting and the ability to reprocess the numbers if you make setup changes, Attribution 360 provides the tools you need to ensure high-quality and complete data.
Measuring the impact of TV
Since many marketers leverage TV to reach their target audience, understanding the performance of TV ads is critical for determining overall marketing success.
TV attribution in Attribution 360 lets you measure TV effectiveness as easily as you measure digital. Available directly in the Attribution 360 UI at no extra cost, the TV attribution feature draws in minute-by-minute digital and broadcast data to show how your TV commercials drive cross-channel performance.
Tools that transform insights into action
Insights are only valuable if you can put them into action. We’re making it easy for you to apply insights from Attribution 360 to optimizing your marketing through key features, integrations and support.
A host of new programmatic connections allows you to enhance your bidding strategy and reporting by sending data directly to bidding systems so your media buys use the most accurate attribution data. The in-product Digital Optimizer lets you explore a variety of optimization scenarios to inform future marketing investments and make your media more effective and efficient.
Attribution 360 in action
UK-based insurance comparison site, Confused.com, used Attribution 360 to increase paid search conversion. They leveraged the tool to uncover how people really interacted with Confused.com’s marketing messages and what drove customers to convert.
By revealing how each search keyword impacted the customer journey, Confused.com could align their bidding strategy to improve the return on investment of their paid search. This lead to a 28% increase in quote requests at a lower cost per acquisition.
Sophia Glennon, PPC Manager at Confused.com, couldn’t be happier: “With careful data analysis and insights from Attribution 360, we’ve increased our quote volume and lowered our overall cost per acquisition. We’re now able to re-invest what we’ve saved back into paid search and put real pressure on our competitors.”
Prioritizing solutions that help drive your performance
Holistic insight into marketing performance is critical for enterprise businesses. By investing in simple and flexible solutions that help you understand the impact of your campaigns, we aim to solve the attribution challenge and empower your team with the right data to improve your marketing.