Sridhar Ramaswamy, senior vice president of ads and commerce at Google announced the release of Google Attribution, a simplified version of Attribution 360. According to Ramaswamy, Google Attribution integrates seamlessly with Google Analytics, Google AdWords & DoubleClick Search without requiring any additional site tags. Account set-up is done by linking an existing Google Analytics profile, which then in turn works the connected online and offline data available.
Google Attribution is all about understanding the entire customer journey and Google’s attempt to do away with the last-click-attribution only model used for so many years. The search engine underwent a number of changes recently, one of them being last year’s upgrade from the converted click metric to conversions, since this measurement was tied to last-click attribution only.
As of right now, the service is still in beta, but should be released sometime soon. If you like to learn more in the meantime, check out their enterprise version, which is already available.