6 Ways to Use Google Marketing Platform Attribution Model

The Google Marketing Platform gives you a matrix of options to meet your attribution needs.

As every savvy marketing leader knows, a robust enterprise digital marketing strategy requires the ability to measure ROI clearly. It requires quantifiable efficiency or a way to understand how your marketing dollars are impacting conversions at a level that is granular enough to guide optimization.

It’s essential that your marketing team can connect your media performance with conversion rates, and it’s also important to use concrete metrics to understand where you should shift your budget for optimum ROI. In fact, that is the basic definition of marketing attribution model. Here’s a more in-depth definition from the Interactive Advertising Bureau:

Marketing Attribution model is the process of identifying a set of user actions (‘events’) that contribute in some manner to the desired outcome and then assigning value to each of these events.

Attribution model is a hot topic – as an analytical instrument, you can tie value directly back to your bottom line- and its relevancy will continue to grow as more accessible modeling options are released.

But building out an attribution program can be intimidating. Internally, there are technical considerations, resourcing considerations, budgetary considerations, and work culture considerations. 

For example, how will your paid search team feel about new attribution processes vs. how your programmatic display team will think about those same processes? What does your analytics team think about attribution? Will your direct mail department even acknowledge marketing attribution as a tool? Most importantly, you’ll need to decide which attribution model is the best solution for your needs as a company. 

At DELVE, we help our clients answer these exact questions. So we’ve to developed our Model This series – in it, we’ll dive into six ways that your team can use Google Marketing Platform attribution so that you can find actionable insights into your customer journey.

A rule of thumb at DELVE is that the best solution for enterprise digital marketing is the one flexible enough to adapt to each of your business goals. Out of the box, solutions are a good starting point – they can get you most of the way there, but to truly excel in analytics, you need the right technology that’s agile enough to account for nuance. One size does not fit all in data!

That’s why we agree that the Google Marketing Platform is the top marketing platform on the market. Google Marketing Platform provides native integration across a diverse set of enterprise digital marketing tools, which gives you the ability to customize data measurement to your specific goals. 

A customized approach to data measurement is especially vital within the context of attribution, and the marketing platform Google Marketing Platform offers something most competitors don’t: customizable data measurement options.

Join us in our six-part series here on the blog, and learn more about marketing platfrom Google Marketing Platform attribution model:

Baseline Google Analytics Attribution Model

Custom Google Analytics Attribution Model

Display Attribution Model in Campaign Manager

Data-Driven Attribution Modeling in Google Analytics 360

Custom Attribution Model in Google Marketing Platform and BigQuery

– In Beta: Attribution Model in Attribution 360


Ready to take your ads to the next level?  
DELVE is your strategic partner for site-side analytics, campaign management, and advanced marketing science. As experts in the Google Marketing Platform and Google Cloud Platform, DELVE drives client growth through a data-driven mindset that converts digital inefficiency into hard ROI.
SEE EXAMPLES of our experience and reviews from our clients.
Contact us to learn more about how we help our clients get advertising right.
DELVE Experts
delve.experts@delvepartners.com


6 Ways to Use Google Marketing Platform Attribution Model

The Google Marketing Platform gives you a matrix of options to meet your attribution needs….

6 Ways to Use Google Marketing Platform Attribution Model

The Google Marketing Platform gives you a matrix of options to meet your attribution needs.

As every savvy marketing leader knows, a robust enterprise digital marketing strategy requires the ability to measure ROI clearly. It requires quantifiable efficiency or a way to understand how your marketing dollars are impacting conversions at a level that is granular enough to guide optimization.

It’s essential that your marketing team can connect your media performance with conversion rates, and it’s also important to use concrete metrics to understand where you should shift your budget for optimum ROI. In fact, that is the basic definition of marketing attribution model. Here’s a more in-depth definition from the Interactive Advertising Bureau:

Marketing Attribution model is the process of identifying a set of user actions (‘events’) that contribute in some manner to the desired outcome and then assigning value to each of these events.

Attribution model is a hot topic – as an analytical instrument, you can tie value directly back to your bottom line- and its relevancy will continue to grow as more accessible modeling options are released.

But building out an attribution program can be intimidating. Internally, there are technical considerations, resourcing considerations, budgetary considerations, and work culture considerations. 

For example, how will your paid search team feel about new attribution processes vs. how your programmatic display team will think about those same processes? What does your analytics team think about attribution? Will your direct mail department even acknowledge marketing attribution as a tool? Most importantly, you’ll need to decide which attribution model is the best solution for your needs as a company. 

At DELVE, we help our clients answer these exact questions. So we’ve to developed our Model This series – in it, we’ll dive into six ways that your team can use Google Marketing Platform attribution so that you can find actionable insights into your customer journey.

A rule of thumb at DELVE is that the best solution for enterprise digital marketing is the one flexible enough to adapt to each of your business goals. Out of the box, solutions are a good starting point – they can get you most of the way there, but to truly excel in analytics, you need the right technology that’s agile enough to account for nuance. One size does not fit all in data!

That’s why we agree that the Google Marketing Platform is the top marketing platform on the market. Google Marketing Platform provides native integration across a diverse set of enterprise digital marketing tools, which gives you the ability to customize data measurement to your specific goals. 

A customized approach to data measurement is especially vital within the context of attribution, and the marketing platform Google Marketing Platform offers something most competitors don’t: customizable data measurement options.

Join us in our six-part series here on the blog, and learn more about marketing platfrom Google Marketing Platform attribution model:

Baseline Google Analytics Attribution Model

Custom Google Analytics Attribution Model

Display Attribution Model in Campaign Manager

Data-Driven Attribution Modeling in Google Analytics 360

Custom Attribution Model in Google Marketing Platform and BigQuery

– In Beta: Attribution Model in Attribution 360


Ready to take your ads to the next level?  
DELVE is your strategic partner for site-side analytics, campaign management, and advanced marketing science. As experts in the Google Marketing Platform and Google Cloud Platform, DELVE drives client growth through a data-driven mindset that converts digital inefficiency into hard ROI.
SEE EXAMPLES of our experience and reviews from our clients.
Contact us to learn more about how we help our clients get advertising right.

Related Posts

Best Practices for Amazon DSP Ads: Webinar

As consumer behavior continues to evolve due to the changing environment surrounding COVID-19, top brands…

Google Ads Budget Pacing in Paid Search Engine Marketing

The average internet user conducts between 3-4 Google searches per day. Given that there are…

What is Amazon DSP and How to Reach Amazon Target Audiences

Data is a core component of any successful marketing strategy. Making first-party data assets the…

Gaming Industry Operatore Stride Gaming Increased New Customer Revenue by 50% at a 12% Lower CPA

Understanding user behavior is essential for any company, but it’s even more significant for the…

Webinar: Amazon DSP for Retailers on Demand

X