07 Sep '17, 3pm

Google Attribution: Is Google stepping in because no one else would?

As for such shenanigans — zap! — siloed marketers who engage in competitive “last-click seeking” and generalized attribution inflation (which may lead to double- and triple-counting) will be neutralized and humbled. That’s the second, and most hopeful, takeaway from unifying attribution with a trustworthy clearinghouse for attribution data. To tell a long story in brief: Just because Facebook called it a conversion, AdRoll taught your team how to turn up Remarketing to 11, or someone came in and purchased through a branded organic click, shouldn’t mean we suddenly begin overspending in Facebook, tripling your remarketing budget, or handing wads of thank-you cash to the SEO team. Fair credit is due to every channel — but no more.

Full article: http://searchengineland.com/google-attribution-google-ste...

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