Google to roll out Enhanced Attribution across Marketing Platform

Google today announced an update to its Marketing Platform, set to take effect on September 30, 2024. The tech giant will automatically enable enhanced attribution for all advertisers using Display & Video 360 and Campaign Manager 360, aiming to improve the accuracy and volume of click-based conversion attribution across display and video inventory.

This update, scheduled just one month from today, will impact advertisers who manage their Floodlight configurations in Campaign Manager 360 (Hybrid) or Display & Video 360 (Third-Party Ad Servers). The enhancement involves appending a DCLID (DoubleClick ID) identifier to non-YouTube click events, which is expected to provide more precise tracking of user interactions with advertisements.

Enhanced attribution represents a significant step forward in digital advertising technology. By automatically adding a DCLID value to the end of landing page URLs when users click on ads, Google aims to create a more robust link between ad interactions and subsequent conversions. This change is particularly noteworthy for advertisers seeking to optimize their campaigns based on accurate conversion data.

The mechanics of this update are relatively straightforward. When a user clicks on an ad, the landing page URL will now include a DCLID parameter. For instance, a typical URL might look like this:

utm_source=XXXXXX&utm_medium=YYYY&utm_campaign=ZZZZZ&dclid=CJKu8LrQxd4CFQ1qwQodmJIElw

On the landing page, the Google tag will read and track this DCLID, similar to how it currently handles GCLID (Google Click ID). This process allows Display & Video 360 to better understand the click activities that led to a conversion event, potentially providing advertisers with more accurate insights into their campaign performance.

While the update is automatic for existing advertisers, Google is providing an opt-out option. Advertisers who prefer not to have enhanced attribution enabled can submit a form by September 23, 2024, just one week before the rollout. This flexibility allows businesses to maintain their current attribution methods if they so choose.

It's worth noting that new advertisers joining the platform after September 30 will have enhanced attribution enabled by default. This approach suggests that Google views this feature as a significant improvement to its advertising ecosystem and expects it to become the new standard for attribution.

For advertisers looking to make the most of this update, Google recommends implementing Floodlight activities using either the Google tag or Google Tag Manager with the Conversion Linker. The Conversion Linker is a crucial component in this new attribution system, helping to preserve click data across domains and ensuring accurate conversion tracking.

To enable enhanced attribution manually, advertisers can follow a simple process within their Google Marketing Platform interface:

1. Open an advertiser account and navigate to Resources > Floodlight from the left menu.
2. Click on the Basic Details tab.
3. Enable the Enhanced Attribution option.
4. Save the changes.

This process allows advertisers to have granular control over their attribution settings, even after the initial automatic enablement.

The introduction of enhanced attribution raises questions about its potential impact on advertising strategies. Will this lead to more accurate ROI calculations? How might it affect budget allocations across different channels? These are aspects that advertisers will need to monitor closely in the coming months.

It's important to note that while this update promises improved attribution, it's not without potential challenges. Advertisers will need to ensure their tracking implementations are up to date and compatible with the new system. Those using custom tracking solutions may need to make adjustments to fully benefit from the enhanced attribution.

As the September 30 implementation date approaches, advertisers using Google's Marketing Platform should be prepared for this change. Whether opting in or out, understanding the implications of enhanced attribution will be crucial for optimizing advertising strategies in the final quarter of 2024 and beyond.

Key facts about Google's enhanced attribution update

Announcement date: August 31, 2024

Implementation date: September 30, 2024

Platforms affected: Display & Video 360 and Campaign Manager 360

Key feature: Appends DCLID to non-YouTube click events

Opt-out deadline: September 23, 2024

New advertisers: Enhanced attribution enabled by default

Recommendation: Use Google tag or Google Tag Manager with Conversion Linker

Manual enablement: Available through Floodlight settings in advertiser accounts

Expected benefits: Increased accuracy and conversion volume of click-based attribution

Potential impact: Improved insights into campaign performance and ROI calculations