[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-leeds-2018-attribution-coming-age-angus-hamilton":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":19,"acf":29,"head_links":367,"breadcrumbs":368,"reading_minutes":94,"category":375,"head":377},"2018-06-14T19:28:25",{"rendered":6},"\u003Cp class=\"p1\">Any digital marketer who has had their ear to the ground over the last 12 months will know that attribution is a hot topic in paid search. Attribution in 2018 is what ‘the rise of mobile’ was five years ago – it’s happening now and digital marketers need to take notice.\u003C\u002Fp>\n\u003Cp class=\"p1\">During this talk at Search Leeds, Angus Hamilton, CTO at Search Laboratory asked if attribution is coming of age.\u003C\u002Fp>\n\u003Cp class=\"p1\">The sceptics among us may say that Google is having this drive on attribution in order to simply give marketers more ways to see the value of their PPC activity (particularly channels such as display and programmatic) and therefore spend more of their marketing budgets on PPC.\u003C\u002Fp>\n\u003Cp class=\"p1\">But, scepticism aside, how can we as marketers use the attribution tools at our disposal to make more informed decisions about our search marketing?\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"what-is-attribution\">\u003Cb>What is Attribution?\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp class=\"p1\">To cover the basics first, attribution is essentially how marketers give ‘credit’ to the different channels used in their journey to purchase.\u003C\u002Fp>\n\u003Cp class=\"p1\">Years ago, this would have been pretty simple, with organic, direct, paid search ads, maybe email campaigns, and little else. But now, with the addition of paid social, PLAs, programmatic, influencer marketings (to name just a few), attribution has become a minefield that the old-hat Last Click attribution model just can’t navigate.\u003C\u002Fp>\n\u003Cp class=\"p1\">Angus sums up attribution as ‘the science of assigning credit to the marketing touchpoints a customer was exposed to’.\u003C\u002Fp>\n\u003Cfigure style=\"width: 996px\" class=\"wp-caption alignnone\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-3880 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOyp1cYf9-Screen-Shot-2018-06-14-at-20.15.01.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"996\" height=\"259\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">Go to ‘Conversions’ > ‘Top Conversion Paths’ in Google Analytics to view your user’s touchpoints. The screenshot above is from one of Impression’s paid search clients.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"why-now\">\u003Cb>Why now?\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp class=\"p1\">So attribution is having a moment. But why now? Angus referenced a survey that highlighted ‘cross-channel measurement and attribution is the number 1 tactic occupying digital marketers minds’\u003C\u002Fp>\n\u003Cp class=\"p1\">There are a few reasons for this; Google Analytics is now much more advanced, with attribution and model comparison becoming more sucessful and accessible, and finally there is now a full suite of google tools and models as opposed to just First Click and Last Click.\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"what-is-the-value-of-attribution\">\u003Cb>What is the value of attribution?\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp class=\"p1\">We know that channels interact and work together – no campaign is ever created or activated in a vacuum. For example, the results of a display prospecting campaign may be an uplift in Brand search, an uplift in CTR from generic search, or even a boost in conversion rates as a result of brand recognition and increased trust.\u003C\u002Fp>\n\u003Cp class=\"p1\">All the above outcomes could be present, while the Display campaign may appear to be running at a loss (if you were to rely on Last Click attribution alone). And this is why looking at alternative attribution models is so important.\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"what-is-data-driven-attribution\">\u003Cb>What is Data-driven attribution?\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp class=\"p1\">Many search marketers are of the opinion that Data Driven attribution is the best solution to cross-channel attribution modeling. It’s also the solution that Google themselves are pushing users to utilise. However, Data Driven attribution and how the value of each channel is determined continues to be a ’black box’.\u003C\u002Fp>\n\u003Cp class=\"p1\">According to Google; ’Data Driven analyses each channel and determines the value of each channel used in the customer journey and attributes that credit appropriately.’\u003C\u002Fp>\n\u003Cp class=\"p1\">How that analysis is conducted is unknown at this, but when we consider Google’s ultimate aim is to make campaigns successful so that marketers spend more money on Google – it makes sense to trust them.\u003C\u002Fp>\n\u003Cfigure style=\"width: 1014px\" class=\"wp-caption alignnone\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-3881 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FpyeVKhHN-Screen-Shot-2018-06-14-at-20.23.21.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1014\" height=\"339\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">The model comparison tool can be used to compare attribution models and see the uplift in conversions, cost per conversions and ROAS. This means, even when testing alternative models, other attribution model data is always available for comparison.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"what-should-you-be-doing-about-attribution-right-now\">\u003Cb>What should you be doing about attribution right now?\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp class=\"p1\">First of all, sort out your Google Analytics. Make sure your channel groupings are set up correctly, traffic sources are tracked appropriately, and you have a watertight UTM template\u002Fnaming conventions in place. Basically, make sure all traffic is being tracked appropriately and you have good data hygiene. If your data isn’t good, your attribution-based decisions aren’t going to be either.\u003C\u002Fp>\n\u003Cp class=\"p1\">Consider how to track you Offline Conversions (if this is appropriate to your business). Whether that be store visits, or integration with your CRM (which is surprisingly easy with tools such as Salesforce).\u003C\u002Fp>\n\u003Cp class=\"p1\">Lastly, consider if a Data Driven attribution tool may be appropriate for your business. This will depend largely on your resources (be that in-house or agency) and budget. Angus noted tools such as DoubleClick, Google Analytics 360 and Attribution 360, which can all make the puzzle of attribution infinitely simpler.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cb>One final takeaway\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp class=\"p1\">This wasn’t included in Angus’ talk, but as a search marketer making thousands of decisions about PPC campaigns every week myself, I believe the scariest part of sitting up and taking notice of attribution is actually acting on your findings.\u003C\u002Fp>\n\u003Cp class=\"p1\">When data-driven (the small ‘D’ kind) decisions have been based on Last Click for so long, it can be scary to jump in and push budgets up on campaigns that historically haven’t been shown to generate a return. The Last Click data suggests that would be crazy! But the fact is, Data Driven attribution isn’t going away, and that is for good reason.\u003C\u002Fp>\n",false,"standard",[10],40,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17,18],96,95,[20,21,22,23,24,25,26,27,28],"post-3879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","collections-search-leeds",{"page_content_modules":30,"hero":90},[31,36],{"acf_fc_layout":32,"reduced":33,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":33,"title":34,"content":6,"authors":35},"blog_post_content",true,"Search Leeds 2018 – Is Attribution Coming of Age? – Angus Hamilton",[],{"acf_fc_layout":37,"reduced":33,"top_overlap":38,"bottom_underlap":38,"disable_observer":-1,"heading":39,"cta_text":40,"cta_link":41,"items":42},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[43,59,77],{"type_key":21,"title":44,"excerpt":45,"to":46,"postedAt":47,"readingTime":48,"image":49,"authors":50,"category":56},"What’s new in Paid Media: October 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. 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If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. 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Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",0,[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[109,111,114,117,120,123,126,128,130,132,135,138,141,144,147,150],{"property":110,"content":107},"title",{"property":112,"content":113},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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