Google Expands ‘Attribution’ Beta to More Advertisers, Tag Manager Adds Native Scroll Depth Tracking

Google Tag Manager has added a native scroll depth trigger tool to report scroll-tracking data in Google Analytics. Attribution expands to more advertisers.

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Google Attribution Diagram

Google Attribution, a free product that aims to help marketers make smart performance measurement of their marketing across devices and channels is exapnded today to include hundreds of more advertisers.

Google says, early participants are reporting great results.

Attribution offers a complete view of performance as you can integrate it with other Google products such as AdWords, Google Analytics and DoubleClick Search, so the data from all your marketing channels become available.

In addition, with Attribution, it become easier to switch to data-driven attribution, that leverages machine learning (ML) to assign credit to each step in a customers' journey. "It analyzes account's unique conversion patterns, comparing the paths of customers who convert to those who don't, so you get results that accurately represent your business," says Google.

And, it also help optimizing ads, because the results are immediately available for reporting, updating bids or moving budget between channels — with ads tools like AdWords and DoubleClick Search.

Google Attribution can also help brands get a better understanding of their customer's path to purchase.

Here is what Google Attribution offers:

  • Google Attribution is easy to setup and use when compared to other attribution solutions that can take up months to set up,
  • Attribution uses Google's device graph to measure cross-device customer journey and deliver insights into cross-device behavior, all while protecting individual user privacy.
  • It brings together data across channels so you can get a more comprehensive view of your performance.
  • Attribution insights are only valuable if you can use them to improve your marketing. Integrations with tools like AdWords make it easy to update your bids or move budget between channels based on the new, more accurate performance data.

Further Google will invite more advertiser to test Attribution, you can sign up over here.

In other news, Tag Manager has a new native scroll depth tracking plugin to report scroll-tracking data in Google Analytics, so site owners can track vertical and horizontal scrolling on all or seect pages on their websites.

"The new trigger comes with all base features….", however, "there's no option to track scrolling to specific HTML elements," writes Simo Ahava. But, a recently released "Element Visibility" trigger takes care of this feature.

The feature can be enable from the "Trigger Configuration" menu within Google Tag Manager and by selecting "Scroll Depth." From there, tracking parameters, like "Scroll Depth Threshold," "Scroll Depth Units" and "Scroll Direction" can be configure.

"If you load the page so that you are on or have crossed any one of the defined thresholds, the gtm.scrollDepth trigger will automatically fire for all thresholds you have crossed," writes Ahava, "So, if you are at the very bottom of a page and you reload the page, GTM will fire a trigger for each of the thresholds 25%, 50%, 75%, and 100%, without the user explicitly scrolling."

Other third-party such as, Rob Flaherty's Scroll Depth jQuery plugin and LunaMetrics' Scroll Tracking recipe, are also available for capturing scroll-tracking data via Google Tag Manager.