Contact Us

Google Attribution is Evolving

Google Attribution

Marketing is typically an expensive process and it is only really possible to generate results when you have data as to who, what and where your ads are going. And what the ROI is for that.

Attribution Issues

With ecommerce websites it is possible to track sales and revenue, however it is not that easy to attribute this activity to particular marketing channels and campaigns. Some data cannot be tracked traditionally, such as sales from phone calls. There are issues in cross-device tracking, and in the attribution of different channels when more than one is involved.

Which Model – First, Last or Assisted?

To illustrate that you can see in Google Analytics in the Conversions -> Attribution area there is different models, based on the order of the clicks. For most advertisers, including us, we use the ‘last click’ model. This means that if a customer clicks an ad, comes to the site, leaves, then searches and comes back by an organic listing, or remembers the url and goes direct, and then they convert, it doesn’t get chalked up as a PPC conversion. This happens only if the ad was the last click in the buying process.

Comparing the different models, PPC as the *first* time someone found your site usually has much higher conversion rates and ROI.  So Last Click models seem to be underestimating the value of our advertising. Nevertheless, its the most direct means of attribution, and the least contestible, so its the standard that is widely used.


It is hard for us to evaluate cross-device conversions, where a person may have come across a business on one device, and later gone back on another device and converted. So this means we may not know the true ROI of advertising on different platforms and devices. Mobile advertising usually shows much lower ROI for this reason.

Now Google has been busy beavers and announced improvements in its tracking abilities. Unfortunately it requires a leap of faith to trust some of it, since it uses machine learning.

Google’s New Attribution Service

It also is improving the tracking of offline sales, for example, by emails signups who later purchase.

Google is going further than this though with offline tracking. It’s actually collecting data from major credit card companies. It now collects data from 70% of credit and debit card transactions in the United States. This potentially will give us the ability to estimate the conversion value of phone calls generated from ads.

To protect privacy Google does not collect details on items purchased, and all data exchanged is encrypted.

These tools are now available to markets on the new Google Attribution platform, and they are free.

However, this tool only evaluates the impact of paid clicks generated from the AdWords platform and not from other paid media.

If you need any help with Analytics then please get in contact with us here at Network Intellect.


This article was posted by

Leave a Reply

What our clients say

"It’s like having your own in-house digital marketing consultancy rather than an external company. I no longer think about them as a supplier. They’re part of the team."
Marketing Manager, Education
"They have always been professional and focused on delivering results in a timely and cost effective manner. It is enlightening to have an organisation that takes the time to make recommendations on actual data analysis."
Business Manager, Charity
"They (Network Intellect) continue to exhibit their digital expertise by helping us to establish a competitive advantage by pushing the boundaries and innovating their technology and performance solutions."
Head of Marketing Communications, Education
"Because of their talent, expertise and level of service our on-line business has increased dramatically."
Founder, Electronics
"I would have no hesitation in recommending them as an analytics partner to understand and improve the performance of a website."
Vice President, Retail
Network Intellect continue to give us a fantastic service, fast and friendly and are always ready to go the extra mile. They have gone above and beyond the call of duty to deliver our results.
Director, E-Cigarette Web
"We found that Network Intellect had the depth of knowledge we needed and after speaking to them a few times we decided to go with them. It’s the best decision we’ve made in some time."
Owner, Retail
"Their services offered great value for money. I would not hesitate to recommend them as a digital partner to others."
Strategic Marketing Manager, Education
"Jason and his team at Network Intellect embody efficiency and efficacy. I would have no hesitation in recommending this excellent company to others."
Marketing Manager, Education
Network Intellect have managed our product data feeds with exceptional care and meticulous detail. I know I can trust them to make the right decisions for our business."
Director, E-Commerce
"It’s like having your own in-house digital marketing consultancy rather than an external company. I no longer think about them as a supplier. They’re part of the team."
Marketing Manager, Education
Read all testimonialsRead all testimonials

We can help you be great

We have friendly staff ready to help you get on your path to greatness...
Network Intellect Menu