25 Feb '14, 12pm

Google AdWords Search Funnels Attribution Modeling: Think Hard Before You Act

You may have read about the introduction of attribution modeling into AdWords. This is a big deal. I'm going to tell you why you should be excited, and why you shouldn't get carried away and try to use it too soon. What is Attribution Modeling? Attribution is any method of understanding the customer touchpoints before making a purchase, and deciding which touchpoints were influential. We've had attribution tools in AdWords in a long time in the form of Search Funnels, but the new introduction brings us attribution modeling. Attribution modeling has become a fix-all term over the last few years. Companies offering it haven't been able to accurately articulate exactly what you'll do with it, and lots of companies have thought about it without taking the plunge. At the moment it's half a solution. It gives you more information and more insight, but can offer little to no dire...

Full article: http://searchenginewatch.com/article/2330645/Google-AdWor...

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