Google Analytics Update to Improve Paid Search Attribution
Google Analytics has announced an update to improve paid search attribution, providing advertisers with a more accurate understanding of how their paid search campaigns are performing.
What’s Changing?
The update involves a change in how Google Analytics attributes conversions to paid search campaigns. Previously, the last click model was used, which attributed 100% of the conversion value to the last clicked ad. However, this model didn’t take into account the role of other ads in the conversion path.
New Attribution Models
The update introduces three new attribution models:
1. Data-driven attribution: This model uses machine learning to assign credit to each ad based on its impact on the conversion.
2. Position-based attribution: This model assigns credit to ads based on their position in the conversion path.
3. Time-decay attribution: This model assigns more credit to ads that are closer in time to the conversion.
Benefits of the Update
The update aims to provide a more accurate picture of how paid search campaigns are performing, allowing advertisers to:
Better understand the role of each ad in the conversion path
Optimize campaigns for improved ROI
Make more informed decisions about ad spend
When Will the Update Take Effect?
The update is rolling out to all Google Analytics users and will be available in the coming weeks.
What Does This Mean for Advertisers?
Advertisers should expect to see changes in their conversion data and attribution reports. It’s essential to review and understand the new attribution models to ensure accurate tracking and optimization of paid search campaigns. Overall, this update is a significant improvement to Google Analytics, providing advertisers with a more accurate understanding of their paid search campaigns and enabling them to make data-driven decisions to drive better ROI.
