Episode 80: Managing Attribution Model Changes
In this podcast episode, Jon and Ryan discuss Google's recent announcement about sunsetting certain attribution types in Analytics. They both emphasize the need for businesses to get creative and find new strategies to compete with larger brands. Jon suggests that small brands have an advantage in being more willing to take risks and test different approaches. For small brands, they suggest exploring social media, influencer marketing, affiliate partnerships, and top-of-funnel strategies to drive awareness and engagement. They conclude that the evolving digital landscape requires businesses to adapt and find new ways to stand out in the competitive e-commerce space.
Listen to the full episode if you want to learn:
- What attribution models are being removed from Google
- Why Google is sunsetting four of its attribution models
- How these attribution changes could affect transparency and Google algorithms
- What alternative options do big and small brands have
If you have questions, ideas, or feedback to share, hit us up on Twitter. We're @jonmacdonald and @ryangarrow.