30 Nov Google Attribution

Posted at 14:22h in Attribution, DELVE Deeper, Google Attribution, Google Digital Marketing Solutions, Whitepapers by DELVE Experts

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Access the Google
Attribution (360)
Whitepaper

Learn how to model attribution in the Google stack using 6 different free and paid platforms, including Google Attribution 360:

Online and offline attribution in Attribution 360 (paid), and Google Attribution (free)
Baseline attribution modeling in Google Analytics (free)
Data-Driven attribution modeling in Google Analytics 360 (paid)
Display attribution modeling in DoubleClick Campaign Manager
Advanced Attribution modeling, with CRM data included, in Google Cloud and BigQuery

A strong marketing program requires the ability to clearly measure ROI. It requires quantifiable efficiency, or a way to understand how your marketing dollars are impacting conversions at a level granular enough to guide optimization.

The ability to tie your media performance through to conversion, and understand with concrete metrics where to shift budget for optimal return, is the fundamental definition of Marketing Attribution. Google provides 6 platforms to measure Marketing Attribution, including Google Attribution (free) or Google Attribution 360 (paid).

Access your
Google Attribution (360)
Whitepaper

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Online and offline attribution in Attribution 360 (paid), and Google Attribution (free)
Baseline attribution modeling in Google Analytics (free)
Data-Driven attribution modeling in Google Analytics 360 (paid)
Display attribution modeling in DoubleClick Campaign Manager
Advanced Attribution modeling, with CRM data included, in Google Cloud and BigQuery

Quick Preview, Inside the Google Attribution (360) Whitepaper

The Google Attribution (360) Whitepaper addresses the six ways to use attribution modeling in the Google Marketing stack:

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The Google Attribution (360) Whitepaper, explains how Brands can maximize RoAS and better compete against their peer group, through the following data integrations:

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Cohesive View of Your Customer

Onboard all available data streams to create a cohesive view of the customer journey. Cross channel, cross device, cross linearity; understand which media touch points are influencing your bottom line.

Native Integration with Google Technology

Integrate your Google-based site and media data with Attribution 360 in only a few clicks. Direct data pipelines remove issues with tagging maintenance and margin of error seen with third party solutions. Minimize cookie drop off, eradicate cost discrepancy, all while maximizing accurate results.

Seamless Data Activation

Port attributed conversions directly back into your Google-based marketing technology for a closed loop optimization engine that helps you work smarter. No proxies or guesswork, only insights made actionable within your media buying platforms.