Lesson 16: Understanding attribution
Traveling online is more difficult than ever. Actually, more than 75% of online adults (18–54) initiate an activity on one device, continue it on another, and complete it on a third.
You can more fully comprehend your customer’s complete search journey and make investments in the interactions that matter most with the help of Google Ads attribution models. Here are some tips for starting attribution:
1. Start with conversion tracking
Measure all the worthwhile steps visitors take on your website before you can begin with attribution. You can accurately collect this info by using conversion tracking.
2. Put your data to work
Select an attribution model that’s right for you. If eligible, enable data-driven attribution, which uses your unique account data and Google’s machine learning capabilities to determine which touchpoints are most valuable.
3. Get meaningful insights
Boost your attribution capabilities. Linking Google Analytics to your Google Ads account allows you to see how customers engage with your brand across different devices. You can also create Google Analytics goals to analyze user activity and view enhanced engagement metrics for your site.
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