Google Attribution: What search marketers need to know

One of the biggest announcements to come out of Google Marketing Next, held in San Francisco last week, was the release of Google Attribution. The new, free solution can pull in data from Google Analytics, AdWords or DoubleClick Search to provide a more holistic view of conversion actions across channels and devices for attribution modeling and bidding information.
Here’s a look at what this new solution means for search marketers.
What is Google Attribution?
Google Attribution is the simplified version of Attribution 360, the enterprise-level offering that came out of Google’s 2014 acquisition of multichannel attribution solution Adometry. It integrates with Google Analytics, Google AdWords and DoubleClick Search and doesn’t require any additional site tagging.
Marketers link a Google Analytics view that’s already associated with a Google AdWords or DoubleClick Search account. Once the account is set up, Attribution is populated with the channel performance data from the connected Analytics view.
Marketers can then assign an attribution model to their conversion events. And as in Analytics, it’s possible to

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