No Trivago Guy, No Company.”) Three Potential Google Attribution Results Let's move on to some likely impacts of Google attribution if it works as it should. Therein lies its genius - and its limits. First, moving the credit in the AdWords silo won't help anyone win the jackpot. But usefully, it can reduce the incentives for AdWords marketers to overspend on last-click search interactions in AdWords. Some PPC managers (shh!) overspend on remarketing audiences purely as a form of retaliation for misleading conversion captures that occur in other channels.
As for these shenanigans - zap! - siled marketers who engage in competitive “last click search” and generalized attribution inflation (which can lead to double or triple counting) will be neutralized and humiliated. This is the second, and most raster to vector conversion promising, solution to unifying attribution with a trusted clearinghouse for attribution data. To tell a long story in a nutshell: just because Facebook called it a conversion, AdRoll taught your team how to increase remarketing to 11, or someone came and bought through a branded organic click, shouldn't mean that we
suddenly start spending too much in Facebook, triple your remarketing budget or hand out thank you bundles to the SEO team. Fair credit is due to each channel - but no more. Finally, I see a neutral to slightly negative result in the area of hard-to-measure media like display, particularly long-running drip display advertising which is used more for brand building with some remnants of performance. the influence of this medium varies so much that it is hard, at this point, to trust any new attribution