Marketers Reaction to Google Ads Adopting Data-Driven Attribution

There have been some interesting comments (including one from myself) in the Drum this week.

Let’s be realistic though, Google is clearly positioning this as a “win” for marketing, but their main driver is that it will improve the performance of generic campaigns and keywords, and mean that marketers will be more willing to invest in them. Google wants marketers cash.

It’s also really important to point out that an attribution system cannot truly exist in one siloed platform, like Google Ads. What Google are offering is a micro-attribution system, which cannot connect the dots from other sources or even offline formats. Don’t be fooled by the terminology!

I wrote about Marketing Attribution a few weeks ago, and it still stands.