Category Archives: Google Analytics Blog

The latest news, tips and resources straight from the Google Analytics team

Use Smart Goals, powered by Google Analytics, to optimize in AdWords

To advertise smart, you have to measure smart.  And a key metric for almost any business is conversions, also known as “that moment when users do the thing that you want them to do.”  

Many AdWords advertisers are already measuring their website conversions, using either AdWords Conversion Tracking or imported Google Analytics Ecommerce transactions.  Measuring actual conversions is ideal, because it allows you to optimize your bids, your ads and your website with a clear goal in mind.

However, hundreds of thousands of small and medium businesses aren't measuring their website conversions today.  Some businesses may not have a way for users to convert on their website and others may not have the time or the technical ability to implement conversion tracking.

The Google Analytics team is committed to helping our users use their data to drive better marketing and advertising performance.  So, for businesses that don’t measure conversions in AdWords today, we’ve created an easy-to-use solution: Smart Goals. Smart Goals help you identify the highest-quality visits to your website and optimize for those visits in AdWords. 

"Smart Goals helped us drive more engaged visits to our website. It gave us something meaningful to optimize for in AdWords, without having to change any tags on our site. We could tell that optimizing to Smart Goals was working, because we had higher sales than usual across our channels during the testing period."

- Richard Bissell, President/Owner, Richard Bissell Fine Woodworking, Inc

How Smart Goals Work

To generate Smart Goals, we apply machine learning across thousands of websites that use Google Analytics and have opted in to share anonymized conversion data.  From this information, we can distill dozens of key factors that correlate with likelihood to convert: things like session duration, pages per session, location, device and browser.  We can then apply these key factors to any website.  The easiest way to think about Smart Goals is that they reflect your website visits that our model indicates are most likely to lead to conversions. 

Step 1: Activate Smart Goals in Google Analytics

To activate Smart Goals in Google Analytics, simply go to the Admin section of your Google Analytics account, click Goals (under the View heading) and select Smart Goals.  The highest-quality visits to your website will now be turned into Smart Goals automatically.  No additional tagging or customization is required; Smart Goals just work.  

To help you see how Smart Goals perform before you activate them, we’ve built a Smart Goals report in the “Conversions” section of Google Analytics.  The behavior metrics in this report indicate the engagement level of Smart Goals visits compared to other visits, helping you evaluate Smart Goals before you activate the feature.

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Step 2: Import Smart Goals into AdWords

Like any other goal in Google Analytics, Smart Goals can be imported into AdWords to be used as an AdWords conversion.  Once you’ve defined a conversion in AdWords, you’re able to optimize for it.

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Step 3: Optimizing for Smart Goals in AdWords

One of the benefits of measuring conversions in your Adwords account is the ability to set a target cost per acquisition (CPA) as opposed to just setting a cost per click (CPC).  If you aren’t measuring actual conversions today, importing Smart Goals as conversions in Adwords allows you to set a target CPA.  In this way, you’re able to optimize your Adwords spend based on the likelihood of conversion as determined by our model.

Smart Goals will be rolling out over the next few weeks. To be eligible for Smart Goals, your Google Analytics property must be linked to your AdWords account(s).  Learn how to link your Google Analytics property to your AdWords account(s) in the Analytics Help Center or the AdWords Help Center.  Note that your Google Analytics view must receive at least 1,000 clicks from AdWords over a 30-day period to ensure the validity of your data.

Posted by Abishek Sethi (Software Engineer) and Joan Arensman (Product Manager)

Digital Analytics Association San Francisco Symposium: ‘Tis the Season for Data

The fourth annual Digital Analytics Association (DAA) San Francisco Symposium is coming up! Join us on Tuesday, December 8th as we host the symposium at Google’s San Francisco office. This year’s event is focused on how all businesses use data to optimize, personalize, and succeed through the holidays. 


Our lineup of great speakers includes:
  • Jim Sterne, Target Marketing and the DAA
  • Kristina Bergman, Ignition Partners
  • Adam Singer, Analytics Advocate, Google
  • Prolet Miteva, Senior Manager Web Analytics Infrastructure, Autodesk
  • Joshua Anderson, Senior Manager Analytics, BlueShield
  • Michele Kiss, Senior Partner, Analytics Demystified
  • David Meyers, Co-Founder/CEO, AdoptAPet
  • and other great speakers

Theme: Optimization, personalization, and how to succeed through the holidays
When: Tuesday, December 8th, 2015. Registration starts at 12:30. Program runs from 1:00 to 5:30, followed by a networking reception. 
Where: Google San Francisco, 345 Spear Street, 7th Floor, San Francisco, CA 94105
Cost: $25 for DAA members/$75 for non-members
Event website and registration: register here

Space is limited so register early!

San Francisco locals, this Symposium is organized by local DAA members and volunteers. We encourage you to become a member of the DAA and join our local efforts. Become a member and reach out to one of the local chapter leaders, Krista, Charles or Feras.

Happy Holidays!

Posted by Krista Seiden, Google Analytics Advocate

Engagement Jumps 30% for Wyndham Vacation Rentals With Help from Google Analytics Premium

Wyndham Vacation Rentals runs 9,000 North American rental properties from the mountains of Utah to the beaches of South Carolina.  As you can imagine, that many guests and destinations creates some interesting challenges for Wyndham's online booking system.  

They turned to Google Analytics Premium and Google Tag Manager for help, and we've just published a new case study showing the results. (Spoiler alert: property search CTRs are up by 30%.)

Wyndham did some very clever things with both tools. For instance, they used Google Tag Manager to implement Google Analytics Premium Custom Dimensions to capture user behavior around metrics like rental dates and length of stay. Then they used Google Analytics Premium to dig into the details and gather insights. That's how they learned that, while a "good view" is one of the top things customers included in searches, the scenic view attribute actually had a lower conversion rate than other features offered in their suites.  

As a result, Wyndham redesigned its search results to put the properties with the most profitable mix of attributes on the first page. The Wyndham team also learned how far in advance people begin searching for various vacations, and have adjusted their campaigns and spending to match the peaks in demand.

With changes like these, Wyndham's customers are maintaining more interest through all stages of the funnel. Wyndham says its property search CTR has skyrocketed by more than 30%. Here's what Nadir Ali, their Director of eCommerce Analytics, has to say about this success:
“Google Analytics Premium is helping us connect the dots. As a data-driven organization, we strive to approach each business challenge objectively and back our assumptions with data. Google Analytics Premium gives us the flexibility to customize the data we collect in a manner that makes it easy to answer our business questions.” 
We're always happy to see the creative ways partners use Google Analytics Premium and tools like Google Tag Manager. Congrats to Wyndham on some excellent (and ongoing) results.

See the Wyndham Vacation Rentals case study

Posted by Rachel Reader, Google Analytics Marketing

Cancer.org donations rise 5.4% with help from Google Analytics

The American Cancer Society has been working for more than 100 years to find a cure for cancer and to help patients fight back, get well and stay well. Today, the Society uses a number of websites and mobile apps to provide information on cancer detection and treatment, offer volunteer opportunities, and accept donations. 

The Society knew they were being visited by users with different needs and goals, but it was a challenge to isolate these customer segments and to help them achieve their goals. The Society also wanted to address concerns with the Google Analytics implementation on its sites, monitor how its users changed behavior over time, and remarket to all segments once they were identified. 

In order to find the data and insights necessary to answer the challenges above, the Society partnered with Search Discovery, a Google Analytics Certified Partner. To achieve these goals, they analyzed the website user segments and created personas to represent them. Then, they used segmentation and custom metrics to score each group based on how it was behaving on the website.

To learn how the American Cancer Society and Search Discovery worked together to implement a process to understand, optimize and monitor the overall health of the site for each user segment, download the detailed case study. And if you want to help saving lives, donate today. 




According to Ashleigh Bunn, Director of Digital Analytics: 
“The insights we’ve gained from Google Analytics and working with Search Discovery continue to influence the Society business decisions for the positive. Not only are our marketing decisions well informed, but our digital content is driven by user experience and engagement. We’re looking forward with enthusiasm and optimism.”

Posted by Daniel Waisberg, Analytics Advocate

Progressive Builds a Better Mobile App with Google Analytics Premium

You've probably seen Progressive Insurance's terrific commercials with Flo the enthusiastic cashier. But have you seen their terrific new mobile app?

It's a story of perseverance. Their full site at Progressive.com has been rated as America's best insurance carrier website for more than a decade.1 But a few years back, as consumers shifted to mobile, the company realized it needed to make a whole new push to build a mobile app that matched its customers' changing behavior. They had a mobile app—they just didn't have a great mobile app. 

Progressive recognized to get started, they'd need sophisticated analytics to really understand what their customers wanted most from a mobile experience. They turned to Google Analytics Premium, in combination with other Google measurement tools, for the solution. Features like Custom Reports, Custom Dimensions and the integration with BigQuery let them streamline the app testing process, spot the root causes of app crashes, and simplify user logins.

“The Google Analytics Premium user interface lets us easily understand the consumer experience on apps. Both our IT and Business organizations rely on this data.” — Kaitlin Marvin, Digital Analytics Architect, Progressive Insurance
Google Analytics Premium helped Progressive move fast. Their team lowered app testing time by 20% and boosted successful customer logins by 30%. The result is a mobile app that may not be quite as famous as Flo, but continues the best-in-class tradition that keeps Progressive customers happy and loyal. 

See how they did it: read the full Progressive case study.

1Progressive Insurance, "Keynote Recognizes Progressive Insurance for the 24th Time as Premiere Insurance Carrier Website," March 17, 2015.

Posted by Rachel Reader, Google Analytics Marketing

Share Google Analytics data and remarketing lists more efficiently using manager accounts (MCC)

The following was originally posted on the AdWords Blog.

From monitoring account performance at scale to making cross-account campaign changes, manager accountshelp many of the most sophisticated AdWords advertisers get more done in less time. To deliver more insightful reporting and scale your remarketing efforts, we’re introducing two new enhancements to manager accounts: Google Analytics account linking, and remarketing tag and list sharing.

Access your data with a single link

You can now link your Google Analytics or Google Analytics Premium account directly to your AdWords manager account using the new setup wizard in AdWords under Account Settings. This streamlined workflow for linking accounts eliminates the need to link each of your Google Analytics and AdWords accounts individually.

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Now when you import your goals, website metrics, remarketing lists, or other data from Google Analytics, you'll only need to do it once. And whenever you add a new AdWords account to your manager account, it will automatically be linked with the same Analytics properties.

These enhancements save time so you can focus on optimizing your campaigns. You can learn more about linking your Google Analytics account into your manager account in the AdWords Help Center.

Scale your remarketing strategy

Many advertisers are seeing tremendous success re-engaging customers and finding new ones using Display remarketing, remarketing lists for search ads, and similar audiences. To help scale these efforts across the AdWords accounts you manage, you now have options for creating and sharing remarketing lists directly in your manager account from the new “Audiences” view, including any lists imported from Google Analytics or Customer Match.

You can also create remarketing lists using a manager-level remarketing tag and use them across your managed accounts. This eliminates the need to retag your website and manage multiple lists in each AdWords account. If any of your managed accounts have their own lists, they can be made available for use in your other managed accounts.

These enhancements make it easier and faster than ever before to get your remarketing strategy up and running. You can learn more about sharing remarketing tags and lists in the AdWords Help Center.


Posted by Vishal Goenka, Senior Product Manager, AdWords

Happy 10th Birthday, Google Analytics!

Today marks the 10th anniversary of the launch of Google Analytics. So much has changed over the last decade! If you think back ten years ago, the most popular smartphone was the Blackberry and a 128 megabyte flash drive cost about $30. Today you can get 250X the storage for half the price.

During that time, the world we now refer to as “digital analytics” has changed significantly. 

Our mission when Google acquired Urchin Software was to empower a broad range of website developers and marketers to better understand and improve their business through powerful, yet easy to use analytics tools. In pursuit of that goal we've continued to bring new digital analytics capabilities to the market with Google Analytics Premium, Google Tag Manager,  and Adometry. I’m really proud of the effort and innovation we have put forth in pursuit of that goal.

Looking back on the journey, here are my top ten Google Analytics highlights in no particular order:
  1. Event Tracking - A powerful feature added early on that allows users to track visitor actions that don't correspond directly to a pageview. With event tracking, specific actions like PDF downloads and video views are easily tracked, categorized, and analyzed. This feature has become critical as websites have moved away from a page-structured model. Read how PUMA uses custom filters, event tracking, and advanced segments to kick up order rates by 7%.
  2. Real-Time Reporting - Providing insights into what is happening at any given moment, real-time reporting is a powerful set of reports that are invaluable when checking campaign tagging, launching new campaigns, or understanding the immediate impact of social media. Read how Obama for America used Google Analytics to democratize rapid, data-driven decision making.
  3. Multi-Channel Funnels, Attribution Modeling, and Data-Driven Attribution - Multi-channel funnels was the first step in helping marketers move from last-click attribution and gain insights into the full path to conversion. Next up was Attribution Modeling, which helps businesses distribute credit to all marketing touch-points in the conversion process. We currently provide algorithmic models and a new set of reports designed to take the guesswork out of attribution and make it more accurate. Watch how attribution modeling increases profit for Baby Supermall.
  4. Tag Management - As the complexity of digital marketing and data collection continues to increase, it became clear that our users needed better tools for managing tags. Google Tag Manager consolidates website tags with a single snippet of code and lets users manage everything from an easy to use interface. Read how Domino’s Increased Monthly Revenue by 6% with Google Analytics Premium and Google Tag Manager.
  5. Analytics Academy - A great product is only as good as its users ability to take advantage of all it offers. As the world of marketing and analytics increased in complexity, it became more important for Google Analytics users to be able to stay up to speed on all the changes. In response to this need, the Analytics Academy offers users a hub to participate in free, online, community-based video courses about digital analytics and, specifically, Google Analytics.
  6. Universal Analytics - Universal Analytics (UA) was a big step for Google Analytics on two dimensions. First, UA helps address the challenges of today’s multi-screen, multi-device world by combining visitor activities across devices into a single view. Secondly, it is the foundation of people-centric analytics and enables features like User ID, Lifetime-Value, and Cohorts reporting. Read how 1stdibs luxury marketplace hit new heights with Google Analytics Premium.
  7. Measurement Protocol - This feature was one of the foundations for Universal Analytics. It helped Google Analytics change from a  “web analytics” tool to “digital analytics” platform. The measurement protocol allows users to send, store, and visualize interaction data via an HTTP request. This enables developers to measure how users interact with their business from almost any environment including offline transactions and IoT (Internet of Things) devices. Read how AccuWeather unlocks cross-channel impact using Google Analytics Premium.
  8. Mobile App Analytics - With the explosion of mobile apps and devices, being able to measure and improve both app marketing performance and the app experience is critical. Mobile App Analytics reports are tailored for mobile app developers and marketers to measure the entire mobile customer journey—from discovery to download to engagement. And, when used with the UserID feature, businesses can better understand cross device user behavior. Read how Certain Affinity used Google’s Mobile App Analytics to improve game design.
  9. Enhanced Ecommerce - A complete revamp of how Google Analytics measures the ecommerce experience. It   provides clear insight into new, important metrics about shopper behavior and conversions including: product detail views, ‘add to cart’ actions, internal campaign clicks, the success of internal merchandising tools, the checkout process, and purchase. Read how Brian Gavin Diamonds saw a 60% Increase in customer checkouts with enhanced ecommerce.
  10. Remarketing - Remarketing with Google Analytics helps you easily create audiences based on behaviors of people who visit your website and mobile app. Those audiences are then made available for remarketing campaigns in AdWords, GDN and DoubleClick Bid Manager. Read how TransUnion sees drastic cost efficiencies and conversion improvement with Google Analytics Premium.
I want to thank all the Googler’s, our certified partners, and most importantly, our users who have made this past decade such a fantastic experience. Rest assured, we’re not done yet. We continue to enhance Google Analytics, build new products, and  provide new and innovative ways to help all businesses make better decisions. Stay tuned and cheers to the possibilities of the next decade.


Posted by Paul Muret, VP Engineering

Integrating Marketing Mix Modeling with Data-driven Attribution for Holistic Insights


Today’s marketers have more opportunities than ever to drive business success. They also face increasing pressure to prove, manage, and optimize marketing performance. 

A relentless push towards accountability has driven the adoption of ever-more-sophisticated measurement tools. Many marketers use marketing mix modeling (MMM), some use data-driven attribution, while others consult a separate solution for each. 

Tools continue to evolve. Now, solutions that merge and substantively improve both of these measurement best practices promise faster, more efficient, more holistic insights. To find out more, we commissioned Forrester Consulting to survey 150 companies in order to explore how marketers are evaluating, adopting, and using these emerging tools. Key learnings will be presented in our Dec 8th webinar hosted by Google and featuring Tina Moffett, Senior Analyst at Forrester along with Dave Barney, Product Manager, Adometry at Google. Sign up here.

Why consider a merger?
While separate MMM and data-driven attribution tools offer cross-channel measurement, each has limitations:
  • Speed and Granularity. Traditional MMM offers high-level analysis on a quarterly or yearly basis, which can limit more granular, or on-the-fly optimization
  • Data Limitations. Data-driven attribution requires a wealth of granular, user-level  data, which can limit offline channel visibility
When the two measurement practices are combined, however, they improve the outputs from each. Data-driven attribution informs MMM models. MMM data feeds attribution analysis. Resulting insights allow marketers to see the impact of each marketing element in near real-time.

Pending or trending?
Today, many marketers get the optimization benefit from separate MMM and data-driven attribution tools. Will merged tools become a new marketing performance measurement standard?

While it may be too early to tell, there is a growing desire for tools that help marketers move beyond channel-based optimization to larger strategic cross-channel planning. Forrester reports that many respondents have already moved, or plan to move, on the merged measurement trend and the most common approach has been to purchase a solution from a vendor, and to make use of the vendor’s implementation support. 

“There will be a paradigm shift in understanding for the marketing channels. I think it gives them an opportunity to think holistically rather than in a silo, like, ‘this is my world, this is my budget, as long as I get this much traffic in my channel, I am ok.’ It’s no longer the case. Getting that understanding is going to be key. It gives us better understanding of how our customers navigate through different touch-points.”

— Director of Marketing And Automation Systems at a major global retailer

Benefits and challenges
Integrated MMM and data-driven attribution tools are enabling marketers to make strategic planning decisions and precisely measure individual-level interactions in near real-time. Satisfaction with integrated tools is high among those who have implemented them.

Faster access to insights has more companies looping in more stakeholders from marketing execs and analysts to customer insights or analytics, brand managers, and eCommerce professionals. 

At the same time, early adopters report challenges. Integrating tools and data sources is a big ask, learning when to make changes based on new insights takes time, and setting expectations about timelines and results is paramount. 

Ensuring that the entire organization is on board with using a merged measurement platform is critical, as is supporting stakeholders in changing business practices as a result.

Proceed with insight
As merged tools come on strong, the experiences of early adopters may be instructive to those moving to embrace a merged solution. Recommendations on best practices, processes, and supports, are examined in the full whitepaper. 

Making the right move
While companies cite common barriers to adoption, respondents suggest that a number of challenges that are stopping them today would be resolved in the near future including, skills, understanding of benefits and technology blockers.  

As merged tools mature and become more commonplace, technology concerns will abate. More marketers will know about these solutions, and about how to use them to drive marketing optimization and strategy. Staying informed is the key to making the right call on whether, when, and how to adopt merged measurement tools for your business.


To learn more, sign up for our upcoming webinar with Forrester Research on December 8th.

Posted by Natasha Moonka, Product Marketing Manager, Google Analytics team

Wordsmith for Marketing: Using the Reporting API to automate agency client reports

This is a guest post by Cole Faloon, a developer for Wordsmith for Marketing at Automated Insights.

Digital marketing professionals live and breathe Google Analytics, AdWords and social media, constantly measuring just how well their strategies are performing. But communicating successes in client reports takes an inordinate amount of time. Enter Wordsmith for Marketing, the client reporting solution from Automated Insights that automatically transforms Google Analytics, AdWords and social data into plain-English reports.

The vastness of data in Google Analytics made it an obvious foundation for Wordsmith for Marketing. Our app is built around the Google Analytics Core Reporting API. The app pulls down metrics like visits, page views, and conversions for different periods, comparing the data across spans of time.

The API is flexible enough for us to receive dates at the ranges we need. We can slice up the data by pre-defined dimensions by week, month, and quarter.

Another feature we love? Google's implementation of the OAuth 2.0 Authorization Framework. It allows users of our solution to sign in with their Google account, getting us access to their Analytics data right away and creating a fluid user experience. They just log in and they’re ready to go.



Empowered by Google Analytics, we give marketers a clear explanation of how their clients’ digital marketing efforts are performing and advice on how to improve; they have the option of editing the reports to add finishing touches or comments before sending them on to their clients. Wordsmith for Marketing automatically produces insightful client-ready analysis, saving marketing agencies hundreds of hours and thousands of dollars while allowing them to better serve their clients. 


- The Google Analytics Developer Relations team, on behalf of Wordsmith for Marketing

Introducing the Definitive Guide to Data-Driven Attribution

Originally Posted on the Adometry M2R Blog
For as many dollars organizations invest in marketing, it never ceases to amaze me how many of those organizations are willing to make guesses about how effectively those dollars are being used. Even when those guesses are educated, they can be way off. We live in a world where data-driven attribution can take the guesswork out of your marketing program to gain a clear and comprehensive view into the customer journey.

It can be intimidating to get started with data-driven attribution. Many marketers are already inundated with data from marketing mix modeling, real-time bidding, website analytics, CRM and more. But the genius of data-driven attribution is that it makes all that other data better, more relevant and actionable to improve the bottom line.

With our Definitive Guide to Data-Driven Attribution, we’ve laid out just how your organization can approach marketing attribution. We’ve made it easy to understand what data-driven attribution does, how it fits in with what you’re already doing and how to get started.

What Is Attribution and What Are the Benefits?

Let’s start with the basics. There are a number of basic models such as first touch, last touch, even and custom attribution. Those models offer general answers across a basic marketing mix, but they fail to provide the true value of each marketing asset as the marketing campaigns get more complex. Today’s cross-channel marketers need a more scientific approach.

Data-driven attribution models use sophisticated algorithms to determine which touch points are the most influential. That means marketers can see the benefits of each touch point and adjust future spending to maximize results.

How Does Data-Driven Attribution Fit into my Analytics Toolset?

Odds are you’re already collecting a ton of marketing and advertising data. That’s great! Data-driven attribution doesn't replace that information. It greatly enhances it.

As an example, let’s look at marketing mix modeling. At the end of a campaign, you look back and assess performance. With data-driven attribution, you can accurately see how each tactic performed so you can plan better for the next campaign. Extending that to the next step, accurate attribution gives you insight that your real-time bidding partners can use to buy top performing ad placements.

Another example is your CRM. As you gain customers, your CRM captures transaction, contact and segment data, but CRMs tend to focus more on customer service and support, not marketing. And although CRMs track multiple channels, they look at lower-funnel activities and offer limited visibility into acquisition and cross-channel marketing in non-direct channels. CRM data is an input that can feed your data-driven attribution solution to yield a more complete picture of customer behavior.


As the graphic above shows (and details more within the guide), data-driven attribution ties all of your other marketing analytics together and improves what you’ve been getting from each one.

Getting Started

Data-driven solutions vary. To get the benefits, you’ll need to ask the right questions about your organization, solidify the right budgets and motivate the right people. In the guide we outline five key steps to getting started.

  1. Define Goals: Consider your current pain points and business goals. Determine the value that all of your marketing activities must deliver for the business and take a holistic view of the data-driven changes you’ll make to meet those goals. That will help determine marketing’s impact on revenue so you can formulate budgets that will yield the highest returns.

  2. Justify Budget: The right solution will pay for itself by creating cross-department efficiencies and increasing the return on each marketing investment, but change can be difficult. Check out the full Definitive Guide for a real-world budgeting exercise to help you promote the benefits of data-driven attribution to key stakeholders.

  3. Be Selective: There are a number of attribution providers. Evaluate them by asking the right questions about their ease of implementation, breadth of services, methodology, capabilities and technology roadmap. Can they handle your data? How will they work with your existing partners, including your ad agency? Do they provide a consultative partnership? Is their model data-driven or rules-based? Are they media agnostic? How is their model validated? Can they measure online and offline activities? How do they account for multi-screen customer journeys? How often do they upgrade their solution?

  4. Get Prepared: Picking a provider is a good start, but you also must get ready for integration. Prepare both human and data resources to hit the ground running. Evaluating data readiness and preparing stakeholders ahead of time will help you determine how much support you’ll need during implementation.

  5. Evaluate Success: Your stakeholders will be more invested in driving success with data-driven attribution if they can envision what success looks like, and concretely evaluate whether goals are being achieved. Show them the way. Leverage your goals to evaluate your provider’s performance on marketing performance, enterprise ability, ease and flexibility, quality of output, total cost of ownership and an innovative roadmap.
There’s no doubt that today’s marketers need better performance measures to know whether they are producing the best results for the organization. Data-driven attribution requires investment on the front end, but it pays big rewards that will have you asking why you didn’t take the plunge sooner.

We encourage you to dive deeper to help your organization understand the true benefits and implications of data driven attribution through our definitive guide.