30 May '17, 3pm

Google Attribution: What search marketers need to know

1. How to see and credit upper- and mid-funnel interactions : Bill Kee, group product manager at Google​, who introduced Attribution onstage last week, said in a phone interview that Google Attribution is focused on understanding the full customer journey versus only last-click impact. The limitation with last-click is that gives all the credit to the user’s very last touch point before converting. For example, if a user searches and clicks on an ad on a non-brand search term, then converts later from a brand ad click, only the brand ad will get credit in a last-click attribution model.

Full article: http://searchengineland.com/google-attribution-search-mar...

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