Where is Google Based – In 2017, Google announced to launch a free version of Google Attribution, but now, it’s been more than a year and a half, and it has stayed under the radar and has yet to fully roll out.
So, Where is Google Based ? It’s still alive, it’s in beta.
The big selling point of Google’s free attribution tool is to help marketers make more informed bidding decisions in Google Ads campaigns by letting them capture an ad’s contribution at any point along the conversion path, and not just when it’s the last click.
It takes data from Google Analytics and Google Ads and applies the attribution model that has been chosen by the advertisers, including Google’s machine learning-powered model called data-driven attribution, across channels and devices.
Some advertisers who are testing it out said they are worried that Google may favor its own channels. Several marketers in the beta spoke to us about their thoughts on the tool on the condition of anonymity.
Because there’s no way to see exactly how much credit Google is assigning various touch points, marketers are left in the dark about the weighting formulas. Google can say it treats all touch points equally, but it’s hard to tell marketers to toss aside skepticism when they can’t see the data for themselves.
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Another agency executive said it’s definitely a work in progress with mixed results, but that Google Attribution is still promising. That team has been providing Google with feedback on issues, and currently recommend clients use it direction-ally.
At the enterprise level, Google deprecated the paid Attribution 360 digital attribution beta in October. There are attribution features in beta, including Model Explorer and ROI Analysis, available in Google Analytics 360.