From the course: Google 360 Suite Overview
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Optimizing digital budget allocations with attribution
From the course: Google 360 Suite Overview
Optimizing digital budget allocations with attribution
- [Instructor] So, we've been identifying and targeting different audiences with all kinds of campaigns across all kinds of different channels. And we've been using Data Studio to provide the ongoing reporting that helps us manage our marketing efforts to ultimately sell more coffee cups. And even though we've got lots of these different campaigns out there targeting different audiences at different stages of the customer journey, we have to share one budget. That means we're going to have to start figuring out just how valuable each of these channels are and how much of our budget we should be spending on them. The challenge here comes down to attribution, and the Google Analytics 360 Suite can help us here in a few different ways. First, we can drill into all of these different channels and the campaigns we're running there with a host of acquisition reports inside Google Analytics. Here, we'll see whatever campaigns we've tagged properly and whatever conversions we've configured…