A Short Guide to Attribution

About this Video

When a customer buys or converts on your site, most conversion tracking tools credit the most recent link or ad clicked. In reality though, customers research, compare and make purchase decisions via multiple touch points across multiple channels. So marketers that measure return solely on the last channel that a customer touches before conversion are getting an incomplete picture, and potentially missing out on important opportunities to reach their customers. To get insight into the full path to conversion we recommend marketers use the Search Funnel reports in AdWords or the Multi Channel Funnel reports in Google Analytics.