Decoding attribution with Google Analytics | PPC Town Hall 34

With so many interactions behind a purchase, attribution almost feels necessary. Who'd say no to a bird's eye view of how different channels are performing and what leads to the final conversion? But there are pitfalls, including with Google's preferred Last Click model. Learn how you can use attribution models more wisely with the help of Google Analytics. This panel covers: • Difference between in-platform and cross-platform attribution and when you need which • What is new in Google Analytics 4 and why should you care • How to do attribution in a privacy-first world where cookies may not be available • Pros and cons of different attribution models Our expert guests: • Ken Williams, Search Discovery • Brooke Osmundson, NordicClick Interactive • Christopher Gutknecht, Bergzeit ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing