# Harikesh Nair and Charles Farina

## Метаданные

- **Канал:** Google Ads
- **YouTube:** https://www.youtube.com/watch?v=-GimQaRqRzU
- **Источник:** https://ekstraktznaniy.ru/video/34718

## Транскрипт

### Segment 1 (00:00 - 01:00) []

The current standard of measurement is very focused on what happened just before the conversion. It does not have a long-term view as to where the conversion came from and what advertising activities induced that path to conversion. It's more complex than saying this particular conversion belonged to the last source that actually brought it in. If you're simply using last touch is missing the actual story of what's happening. So absolutely evolving beyond last click is kind of an essential table stake at this point. It's really important to rethink this kind of attribution paradigm and start thinking about attribution over a much longer horizon and giving weights to that customer journey based on the data which is essentially the core of datadriven attribution. And there is a ton of research out there that shows simply by using DDA versus last click, you get a completely different performance improvement. This is where if you're trying to do more with less resources, leaning in and experimenting with DDA might be one of the lowhanging fruits that you can uh explore. If you step a little bit more deeper, you will see that the problem is actually much more farreaching. You miss the opportunity to build a valuable customer base. You're not generating demand. you're not creating demand. So, one of the challenges a lot of marketers might feel like they have is they don't have enough conversion volume. What you might not be aware of is that Google has actually leaned in heavily to this area. The behavioral and attribution modeling features actually work with lower volumes. There's out of the box uh datadriven attribution features. And they don't realize that for the past few years, Google's already made a huge investment to help marketers again do more with less.