Google last weeks rolled out a new tab in Analytics called Attribution. Attribution is a free cross-channel, multi-touch attribution solution, and released as a beta feature.
In Attribution, advertisers can report conversion totals de-duplicated across digital channels, have a consolidated view of the digital performance, and build an understanding of the customer journey.
The available reports in Attribution are:
- Conversion paths (to understand the paths to conversion)
- Conversion lag (to understand the distribution of days to conversion across converting paths)
- Conversion path length (to understand the distribution of the count of touchpoints)
- Model comparison (to compare how different attribution models impact the valuation of the marketing channels)