23 Jan Model This: Display Attribution Modeling In Campaign Manager
The Google Marketing platform is a powerful tool for marketing leaders who need to understand their customer environment on a deeper level. In our Model This series, we’re looking at six ways that your team can delve deeper into customer insights via attribution modeling in Google Marketing Platform.
Display Attribution Modeling in Campaign Manager
Baseline and custom attribution modeling work well for businesses that are just beginning to understand how people interact with their site. But if you’d like to understand overall impression value within the context of your paid marketing strategy, you’ll need to centralize your media.
Centralizing all view and click-based media in a single ad server like Campaign Manager gives you a consistent data repository for media measurement. This process de-duplicates conversions across all of your advertising platforms and also generates a single source of truth for metric volume.
You can also apply many of the same attribution models from Google Analytics (Last Touch, First Touch, Linear, Time Decay, and Position-Based). However, Campaign Manager offers a couple of additional options for attribution:
Social Based Attribution: Assigns partial conversion credit across all touchpoints, with impressions weighted to account for social interactions.
Campaign Manager’s baseline attribution models offer a great solution if you’re looking for basic, pre-built attribution modeling for view-based channels. The models in Campaign Manager cover the most common use cases, similar to the baseline attribution models in Google Analytics. We suggest using these types of models so that you and your team can gain an initial understanding of impression data related to your paid marketing.
To learn about other options for attribution modeling, read our next blog in the series: Data-Driven Attribution Modeling in Google Analytics 360.