Google Ads launches cross-channel attribution

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Google Ads will launch cross-channel attribution based on the data. This tool evaluates the contribution to customer acquisition of each promotion channel (search, social media, YouTube, etc.). With cross-channel attribution, the advertiser sees the connection between all of the user's touchpoints with the brand.

Ilya Sidorov from Google spoke about the launch at the SPIK conference on May 27.

Cross-channel attribution will work based on data from the advertiser's account and Google machine learning technologies. Will improve over time. The share of value will be assigned based on the real importance of the channel and the keyword for search on the path to conversion.

Cross-channel model will require at least 300 conversions and 3000 clicks on Google search at the account level in the last 30 days.


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