Model This: Data-Driven Attribution Modeling in Google Analytics 360

The Google Digital Marketing (GDM) stack is a powerful tool for marketing leaders who need to deeply understand their customer environment. To help you decide which attribution model will give you the best understanding of your data, we’re looking at six ways – from the basic to the beta – that your team can delve deeper into customer insights via attribution modeling.

Data-Driven Attribution Modeling in Google Analytics 360

As the intricacy of your marketing initiatives grows, the attribution offerings in Google Analytics (Free) and DoubleClick Campaign Manager alone may no longer fit your needs. This is especially true for large organizations managing At that point, you’ll likely require a stronger model offering, more robust in its logic, to help you more confidently optimize against marketing mix complexity. This will require stepping up to a Google Analytics 360 account*. 

The Data-Driven Attribution Modeling available in Google Analytics 360 provides just that: an algorithm that assigns partial conversion credit to touchpoints based on the Shapley Value solution from cooperative game theory, with user level measurement that accounts for cross device browsing. Quite a mouthful, right?

Worry not. You don’t need to understand the intricacies of game theory to get started. What you need to know is this: with Data-Driven Attribution Modeling in Google Analytics 360, Google does the heavy lifting for you. It provides you with recommendations based on a self-adjusting algorithm to help you take ideal action against your media buys.

And most importantly, because Google Analytics 360 plugs directly into DoubleClick Campaign Manager, AdWords, and Google Display Network, you’re able to apply this intelligence against a full view of your digital events – clicks, impressions, and site landings – to understand not only how click-based channels are performing, but how view-through is contributing as well.

Data-Driven Attribution Modeling is a big leap forward in making your data do the hard work of proving value. But it’s not the last step. In our next post, we’ll show you how to take those data insights even further with Custom Attribution Modeling.


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 Analytics 360 Suite, DoubleClick Digital Marketing Solutions, 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

 

Brynn Bridges
brynn.bridges@delvedeeper.com


Model This: Data-Driven Attribution Modeling in Google Analytics 360

The Google Digital Marketing (GDM) stack is a powerful tool for marketing leaders who need…

Model This: Data-Driven Attribution Modeling in Google Analytics 360

The Google Digital Marketing (GDM) stack is a powerful tool for marketing leaders who need to deeply understand their customer environment. To help you decide which attribution model will give you the best understanding of your data, we’re looking at six ways – from the basic to the beta – that your team can delve deeper into customer insights via attribution modeling.

Data-Driven Attribution Modeling in Google Analytics 360

As the intricacy of your marketing initiatives grows, the attribution offerings in Google Analytics (Free) and DoubleClick Campaign Manager alone may no longer fit your needs. This is especially true for large organizations managing At that point, you’ll likely require a stronger model offering, more robust in its logic, to help you more confidently optimize against marketing mix complexity. This will require stepping up to a Google Analytics 360 account*. 

The Data-Driven Attribution Modeling available in Google Analytics 360 provides just that: an algorithm that assigns partial conversion credit to touchpoints based on the Shapley Value solution from cooperative game theory, with user level measurement that accounts for cross device browsing. Quite a mouthful, right?

Worry not. You don’t need to understand the intricacies of game theory to get started. What you need to know is this: with Data-Driven Attribution Modeling in Google Analytics 360, Google does the heavy lifting for you. It provides you with recommendations based on a self-adjusting algorithm to help you take ideal action against your media buys.

And most importantly, because Google Analytics 360 plugs directly into DoubleClick Campaign Manager, AdWords, and Google Display Network, you’re able to apply this intelligence against a full view of your digital events – clicks, impressions, and site landings – to understand not only how click-based channels are performing, but how view-through is contributing as well.

Data-Driven Attribution Modeling is a big leap forward in making your data do the hard work of proving value. But it’s not the last step. In our next post, we’ll show you how to take those data insights even further with Custom Attribution Modeling.


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 Analytics 360 Suite, DoubleClick Digital Marketing Solutions, 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…

Amazon DSP for Retailers is Now on Demand!

X