Phoenix-based advertising and marketing firm Colling Media uses Google’s recently released Attribution Beta program to help clients assign credit for digital advertising conversions when consumers interact with multiple marketing tactics and channels.
Attribution is an attempt to assign credit for various advertising and marketing tactics. Solving this problem can be challenging. For example, a consumer sees an ad on a website, fills out a form on Facebook, hears a radio commercial, views a digital billboard, and then purchases a product or service. Which ad should receive the most credit for driving the consumer to action?