Google Analytics has come with a more effective algorithm in its Search Criteria. Its beta Version can be seen with the name ‘Attribution Beta’. It provides a clear view of what channels and campaigns contributed most to your business’ success is fundamental to iterating, improving, and growing your marketing efforts. Even companies with advanced analytics setups face the challenge of how best to attribute performance across many user interactions.

Let’s start off with an example scenario. Say you’re a brand that sells Shoes from your website. And Johney is a prospective customer looking to buy a new pair of Shoes. He searches on Google for ‘Shoes recommendations’ and finds your blog explaining how to choose a new pair of Shoes.

He then starts searching for recommendations for pair of formal shoes and views a few products on your website from a search ad. Johney doesn’t decide on what to buy right away, but sees a few display remarketing ads on his phone during his day that remind him he needs to make a decision. He later searches the exact make and model he saw in one of those ads, clicks on your shopping ad and purchases his new Shoes!

The question is, what channel or campaign gets credit for the sale?