Maria Bestard

Articles by Maria Bestard

Maria is a Paid Media Analyst at Greenlight, as part of the Paid Media team.

Blog Posts

Google’s data-driven attribution model: moving away from last click

Google’s data-driven attribution model: moving away from last click

Last month, Google announced it had released a data-driven attribution model to AdWords as a public beta, which was already available in Google Analytics 360 and DoubleClick. Changing attribution model over to a data-driven one grants the opportunity for all keywords to get a portion of credit if they’ve contributed along the conversion path, improving reporting and highlighting influencer keywords early on.

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