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Cross-posted from the Google Analytics blog.
In May, we announced Google Attribution, a new free product to help marketers measure the impact of their marketing across devices and across channels. Advertisers participating in our early tests are seeing great results. Starting today, we’re expanding the Attribution beta to hundreds of advertisers.
We built Google Attribution to bring smarter performance measurement to all advertisers, and to solve the common problems with other attribution solutions.
Google Attribution is:
- Easy to setup and use: While some attribution solutions can take months to set up, Google Attribution can access the marketing data you need from tools like AdWords and Google Analytics with just a few clicks.
- Cross-device: Today’s marketers need measurement tools that don't lose track of the customer journey when people switch between devices. Google Attribution uses Google’s device graph to measure the cross-device customer journey and deliver insights into cross-device behavior, all while protecting individual user privacy.
- Cross-channel: With your marketing spread out across so many channels (like search, display, and email), it can be difficult to determine how each channel is working and which ones are truly driving sales. Google Attribution brings together data across channels so you can get a more comprehensive view of your performance.
- Easy to take action: Attribution insights are only valuable if you can use them to improve your marketing. Integrations with tools like AdWords make it easy to update your bids or move budget between channels based on the new, more accurate performance data.
Results from Google Attribution beta customers
Last April, we shared that for AdWords advertisers, data-driven attribution typically delivers more conversions at a similar cost-per-conversion than last-click attribution. This shows that data-driven attribution is a better way to measure and optimize the performance of search and shopping ads.
Today we’re pleased to share that early results from Google Attribution beta customers show that data-driven attribution helps marketers improve their performance across channels.
HelloFresh, a meal delivery service, grew conversions by 10% after adopting Google Attribution. By using data-driven attribution to measure across channels like search, display, and email, Google Attribution gives HelloFresh a more accurate measurement of the number of conversions each channel is driving. And because Google Attribution is integrated with AdWords, HelloFresh can easily use this more accurate conversion data to optimize their bidding.
"With Google Attribution, we have been able to automatically integrate cross-channel bidding throughout our AdWords search campaigns. This has resulted in a seamless change in optimization mindset as we are now able to see keyword and query performance more holistically rather than inadvertently focusing on only last-click events.
- Karl Villanueva Head of Paid Search & Display, HelloFreshPixers, an online marketplace, is also seeing positive results including increased conversions. Google Attribution allows Pixers to more confidently evaluate the performance of their AdWords campaigns and adopt new features that improve performance.
"By using Google Attribution data we have finally eliminated guesswork from evaluating the performance of campaigns we're running, including shopping and re-marketing. The integration with AdWords also enabled us to gradually roll-out smart bidding strategies across increasing number of campaigns. The results have significantly exceeded expectations as we managed to cut the CPA while obtaining larger conversion volumes." - Arkadiusz Kuna, SEM & Remarketing Manager at Pixers
Google Attribution can also help brands get a better understanding of their customer’s path to purchase. eDreams ODIGEO, an online travel company, knows that people don’t usually book flights or hotels after a single interaction with their brand. It often requires multiple interactions with each touchpoint having a different impact.
“Some channels open the customer journey and bring new customers, whereas other channels are finishers and contribute to close the sales. Google Attribution is helping us to understand the added value of each interaction. It enhances of our ability to have a holistic view of how different marketing activities contribute to success.”
- Manuel Bruscas, Director of Marketing Analytics & Insights, eDreams ODIGEONext steps
In the coming months we’ll invite more advertisers to use Google Attribution. If you’re interested in receiving a notification when the product is available for you, please sign up here.
Don’t forget, even before adopting Google Attribution, you can get started with smarter measurement for your AdWords campaigns. With attribution in AdWords you can move from last-click to a better attribution model, like data-driven attribution, that allows you to more accurately measure and optimize search and shopping ads.
Posted by Bill Kee, Group Product Manager, Measurement and Attribution
Measurement is foundational to digital marketing. Heading into the holidays, it’s more important than ever to make sure all of your online sales, reservations and leads are measured accurately. To that end, we wanted to bring an important update to your attention: The recent introduction of Intelligent Tracking Prevention affects conversion measurement on Safari. It’s important to update your website tags as soon as possible so that you see all of your conversions from Safari. This is in line with Apple's recommendations for ad attribution. Without updating your tags, it will be difficult to measure the efficacy of your marketing campaigns.
Site-wide tagging preserves your visibility
There are multiple ways to measure the performance of your online advertising. The best options rely on site-wide tagging -- tagging that’s applied to every page on your site. Applying the tag to every page of your site keeps your measurement updated and helps to measure conversions more accurately, including in Safari's ITP environment. This article includes all of the necessary steps to properly tag your site.
Here are three different options when it comes to measuring conversions:
Option 1: Install the global site tag (gtag.js) on your entire site
We’ve introduced updated conversion tagging via the new AdWords experience: Our new global site tag (gtag.js) will now serve as the single tag for both AdWords and Google Analytics, with support for DoubleClick products coming soon. By setting it on every page of your site, and placing event tags on your active conversion pages, the global site tag will send conversion data whenever event calls are made.
- Access the global site tag in the Conversions section of AdWords and install it on every page of your site.
- Place event calls on each of your active conversion pages following the instructions in AdWords.
For step-by-step instructions, check out this Help Center article.
Option 2: Link your Google Analytics and AdWords accounts
Consider this approach if you're already using Google Analytics to measure your website engagement. Once you link your Google Analytics and AdWords accounts and meet some requirements, your conversions will be measured more accurately. This is true whether you're using the analytics.js tag or the new global site tag, gtag.js, for Google Analytics tagging.
Option 3: Use Google Tag Manager
For customers who are already using Google Tag Manager, there's no need to make any changes to your page -- simply add the conversion linker tag in the Tag Manager interface, and set it to fire on all pages.
If you're not yet using Google Tag Manager, you can get started with the global site tag (Option 1 above) and then easily upgrade to Tag Manager in the future.
If you’re using a non-Google tool for website measurement, check with your vendor to make sure your solution allows you to measure conversions in Safari's ITP environment.
Learn more
Head over to the Help Center for more information about site-wide tagging and conversion measurement. Finally, if you use DoubleClick Search, an update for the floodlight tag will be available in November.
Posted by Wilfred Yeung, Product Manager for Bidding and Conversions
When we first announced the rollout of the new AdWords experience, our goal was simple: to introduce a faster and more intuitive AdWords that's focused on helping you reach your business goals. Starting today, the new AdWords experience is available to all advertisers.
Get more done, faster
First, you’ll notice that your account pages load faster—on average, 20% faster—so you can quickly get to the information you need and get on with your day.
We’ve removed the clutter and made navigation a breeze so you can do more in less time, like adding multiple ad extensions to your campaigns in a single step. Customers like iProspect North tell us that the new design and layout saves them 30% more time on average when completing everyday tasks.
Finally, easy access to key insights about your customers, like visualizations of the days and hours they're most engaged with your business, help you take immediate action to drive better results.
Innovations to help you reach your goals
Whether it’s driving more valuable calls to your business or improving your mobile experience, you need tools that help you reach your unique business goals. Innovations like call bid adjustments and the “Landing pages” page were built exclusively for the new experience to do just that—with many more to come.
The faster AdWords in action
From a U.K. agency helping their client surpass its goals, to a small juicing business tripling its growth—we’re inspired by the stories we hear from businesses around the world, large and small. See some of these inspiring stories:
Getting started
To get familiar with the new experience, take the guided tour.
To find what you need, our how to videos are here to help you navigate, and the AdWords Help Center has been updated with all the latest features. You can also check out the Best Practices guide for recommendations and tips on how to make the most of the new experience. And we encourage you to leave feedback by clicking on the help icon in the top right corner of your account.
We look forward to hearing your feedback about how Google can continue building a better AdWords for your business.
Posted by Jerry Dischler, Vice President of Product Management, AdWords
