Google Multi-channel Funnels – Analytics AttributionTweet
Finally! Google brings FREE attribution to the masses! Multi-channel analytics, or attribution has been around for a while, but it cost you money. Lots of money with Omniture, and some money with Acquisio…even though the later is in a rough beta test. Of course Google Multi-Channel Funnel analytics will be in beta for a LONG TIME, but it is an awesome and extremely useful tool right out of the gate.
What does this mean for search marketing and why would Google give this away for free? It means the world to Search Marketers, like myself. For years I have had to prove through reports, and through strong assumptions that paid search (PPC) lifted organic branded search and direct traffic. Now I have graphs, charts and even sexy Venn diagrams to illustrate the EXTREME VALUE of paid search. (eat that, SEOs!)
Why does Google give it away for free? Because it shows value to AdWords! How many C-Level or Directors of marketing question your spend in AdWords? Most. How many times does a search marketer have a concrete answer for those questions? Not many. Google Multi-channel analytics illuminates the value of ad spend. AND guess who’s a fan of that, besides search marketing professionals? Google!
SO…that’s a lot of talk for no results shared. Let’s get to it.
What are the findings? Well out of 3 of my top clients, they averaged a 24% lift of Direct and Organic conversions that started with PPC! That my friends, is value. This is a win for everyone. Clients and C-levels get visibility to the value of paid search, Search Marketers get to spend more, and Google gets more money! I am one happy guy today. Now off I go to play around with this analytics feature a little more.