Google Analytics’ Post

Attribution, attribution, attribution 😎

Benevolent leader, or opportunistic parasite? Since GA4 forced its roll out in 2023, the product has failed in so many ways to meet the needs of consumers. Today, Google is announcing their intentions - entirely black-boxed behind their own #attribution models - to reassign credit to Google Ad results. This will push more marketing professionals to feed their beast instead of incorporating smarter, effective approaches that focus on awareness, intent AND action. Not everyone uses or needs Google Ads to succeed, and soon, it’s possible we may never know what truly works from our campaigns. Google Analytics is currently the free industry standard for web measurement, but it’s so glaringly obvious that it’s north star is now pointed straight at driving ad revenue for Google. Horrible, horrible news.

This change may increase the number of conversions attributed to paid search, potentially affecting your Ads campaign spending. Please review your budget caps and adjust them as needed before this update takes effect over the next two weeks.

GA4 attribution models are getting an upgrade to better credit #PaidSearch conversions. This might show more conversions attributed to #PaidAds, so review your budget caps before the update rolls out in the next two weeks! #GA4 #AnalyticsUpdate #GoogleUpdates

Big news for GA4 users! Google is improving paid search attribution for more accurate campaign insights. Previously, some conversions were mistakenly attributed to organic search, especially in single-page applications. This update fixes how GA4 tracks campaign data, ensuring your paid search efforts get the credit they deserve. Here's what you need to know: - This update may increase paid search conversions, potentially impacting ad spending. - Action Required: Review your budget caps and adjust them as needed before the update rolls out over the next two weeks. ️ By taking these steps, you can ensure optimal campaign performance based on the most accurate data. #GA4 #marketing #analytics #paidsearch #PPC

Measurement and Attribution is key if you want to succeed with advertising have you ever seen slightly different results on the back end of your website in comparison to your ad interface? This may be an issue with one of the three 1. tracking 2. attribution 3. set-up The best way to unify these three points is to get an audit on your tracking done incase you can catch any mistakes. From there, you want to share as much of your conversion data back to Google or Meta as possible through either an API integration of offline upload. By doing this, you should start to get a clearer picture of how your ads effect your revenue whilst also optimising your campaigns more towards finding individuals that are similar in behaviour to your existing customers 🎊

Stop just running ads and turning off the campaigns if the end goal hasn't been achieved! Start looking at other aspects that are the reason for results not derived from what you actually wanted to achieve. See what has gone wrong in the performance. Start practising by taking the right action at the right time. Suppose if the CTR has reduced and CPM of the campaign seems similar. It might be possible that ad creative has got exhausted. Replacing it with the new creative at the right time is important. Analyse step by step performance of metric Page Views View Content ATC Initiate Checkout Add payment Info Purchase Where has been the actual drop and then what could be the reason for it. Being more specific in identifying and trying to understand the internal factors or the external market factors like the off season of a product, seasonality, external competition and many more. It's just how much you will be able to dig better you will be able to identify #marketrends #marketing #digitalmarketing #facebookads #googleads #analysis #accountanalysis #datanalysis #marketingtechniques #digitalmedia

Attribution Models Are Failing Marketers This article discusses the flaws in current attribution models and offers tips for marketers to improve their ad-spend decisioning. Most attribution models credit every conversion event to paid media. Google and Meta often over-credit themselves for conversions. Apple's new Ad Attribution Kit aims to support reengagement campaigns. *“Attribution” may have been the worst invention in marketing science.* #Marketing #Advertising #Attribution #DigitalMarketing #AdSpend (Marilois Snowman, Jul 8, 2024) (People mentioned: Eric Seufert) [https://lnkd.in/dYAQXzHe]

Learn how InData Labs helped our client increase ad campaign performance and reduce advertising costs by 54%. Our custom solution for ad campaign optimization and semantic text analysis allows the сlient to build relevant user segments for their advertising campaigns, monitor ad campaign performance, thereby increasing their effectiveness. #textanalysis #marketingandadvertising #aiformarketing #aimarketing

Video, Display, and Discovery/Demand Gen campaigns report low conversion numbers in the main Google Ads UI compared to Search and Shopping. So, marketers have to look outside of the typical reports to glean performance insights. One place you can do this is the Assisted Conversions report. Google says, "An assisted conversion is when a given ad touchpoint helps with the conversion but was not the touchpoint immediately preceding the conversion." Therefore conversion "assists" can help you identify campaigns you otherwise wouldn't have known were a contributor to the purchase journey. With these insights, you may consider testing higher spend levels with some of these campaign types, knowing their importance in the customer journey. But, as always, take these reports with a grain of salt. They are not conclusive. You need to gather as much evidence as possible to understand your channel attribution better to make better media investments. Consider all reporting as evidence, which, combined with other data-driven evidence, give you more or less confidence in the strength of your hypothesis. #sem #googleads #ppc #sea