Item: Attribution in Google Analytics
Rating: 8
Author: Allen McConnell

Overall Satisfaction with Attribution in Google Analytics (Adometry)

Use Cases and Deployment Scope

My organization utilizes google analytics for a variety of purposes relating to tracking cross-channel efficiency of search, display, social, & email marketing effectiveness. It simplifies the process of analyzing what channel is the most efficient

Pros and Cons

Pros

It provides reliable & detailed post click & post view installs or acquisitions
It provides insights into our customer journey
It determines broader trends like demographics/personas of our conversions, refining our definition of target audiences

Cons

There is a large learning curve for coming up to speed on ensuring proper setup, reviewing data sets, & understanding the user interface
custom reports take expertise to set up for all of our needs
default last-click attribution isn't what should be considered the standard. I would expect google's default to be more well-rounded

Most Important Features

Reporting
Benchmarking
Planning

Return on Investment

It's not necessarily providing ROI directly, but it's providing insight into how to identify ROI from advertising efforts.

Alternatives Considered

Adjust Attribution

GA is less user-friendly, and organizations with fewer resources benefit from more intuitive platforms.

Key Insights

Do you think Attribution in Google Analytics delivers good value for the price?

Yes

Are you happy with Attribution in Google Analytics's feature set?

Yes

Did Attribution in Google Analytics live up to sales and marketing promises?

I wasn't involved with the selection/purchase process

Did implementation of Attribution in Google Analytics go as expected?

I wasn't involved with the implementation phase

Would you buy Attribution in Google Analytics again?

Yes

Other Software Used

Salesforce Commerce Cloud, Workday Human Capital Management, Tableau CRM (formerly Einstein Analytics)

Likelihood to Recommend

This is a key tool when working between clients & their advertising. We provide amazing value when these reports are set up properly (tagging, sound analysis, & QA'ing the data). It isn't a report we would trust to send directly to clients, as we need to do frequent data cleansing.

Comments

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Useful tool but has a hefty learning curve