Attribution

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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Magazine

The Challenge Of Attribution In A Growing Market

The Challenge Of Attribution In A Growing Market

Programmatic advertising is set to grow 31% in 2017, and over the last few years we’ve seen it emerge as the norm within digital strategies, with brands becoming increasingly familiar with how programmatic media buying can help them meet their objectives. One of the greatest barriers to growth is effective measurement, with a large proportion of marketers claiming they’d run more cross-channel campaigns if only they could accurately measure mobile ad performance.

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Press

Greenlight, Google and Yahoo take to the main stage at Travel Technology Europe 2014

Greenlight, will take to the main stage at Travel Technology Europe 2014, Europe’s largest travel-related technology and marketing event, being held at Earls Court 2 in London on 4 - 5 February, 2014. The two day conference will feature thought-provoking speeches, industry panel debates and practical case studies, alongside an exhibition. Greeenlight will be joined by Google and Yahoo.

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Blog Posts

Mobile Advertising – What benefits will Google Enhanced Campaigns offer mobile?

With the deadline to migrate to Google Enhanced Campaigns just a little over two weeks away (22 July), let’s all embrace mobile advertising once & for all. Given the trend so far, it can only get better.

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Blog Posts

Google’s “Enhanced Campaigns” – A challenge for advertisers?

Google‘s “Enhanced Campaigns”, will prove a challenge to advertisers, the biggest being that of how third party tracking solutions can integrate into it. As it currently stands, advertisers could be forgiven for thinking Google is upping its game against third party tracking solutions and trying to create a system whereby any solution outside of Google’s is rendered less useful, says Angela Knibb, campaign manager at the agency.

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Blog Posts

Google Shopping: Get Ready for the Big Changes!

Google has announced its shopping space, Google Shopping, will, for merchants, shift to a paid model of Product Listing Ads (PLAs). This will be rolled out in countries where PLAs are currently live including the UK. Migration will commence 13 February 2013 and completed by Q2 2013. Come July, the results will be only in the format of paid PLAs and the previous natural shopping results will no longer appear.

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