Attribution Models in Google Analytics Premium

Every day it is more important to be able to analyze in different ways  .

As we have commented on several occasions in other articles of our blog (  Profitability of Online Marketing Campaigns,  Modeling of Attribution of a Conversion... etc); the study of the results of a website from different attribution models will allow us to optimize our budgets and obtain greater profitability  (ROI).

For this reason, we are pleased with the new  Attribution Model for Google Analytics Premium that  Google has announced  .

The Attribution Model Tool will allow:

• Create and customize Attribution Models in a simple way (by default we will have attribution to the "First Interaction", "Last Interaction", "Based on the Position", "Greater Value for the Nearest Interactions" and "Linear").
• Use the Attribution Model Builder to easily define value-weighting rules based on: the position of the interaction, the type of interaction, the traffic source, the campaign, the keywords, and much more.
• Use this information together with the  Conversion Objectives and Electronic Commercedata , without the need to implement any line of code on the website.
• Compare the values ​​obtained by all the channels (Pay and Organic Search, Mailling, Affiliates, Display, and much more) for the different attribution models.
• Visualize up to 3 different attribution models at the same time; which will allow us to analyze at a glance the differences in value assigned to each channel.

With this new tool Google allows companies to deepen the analysis of the profitability of their Marketing actions, with a flexibility increasingly consistent with the maturity of the industry, and with the possibility of configuring the Attribution Model that best suits to each business and situation.

What do you think about this novelty? Were you using Attribution Models in the analysis of your Marketing actions?

Author Bio:

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