Data Driven Attribution in Google Data Studio

data driven attribution data studio

Are you interested in understanding the true performance of your marketing channels? You will need to look beyond last click attribution.

People make passionate arguments about first or last click attribution. When it’s my budget and company on the line, I go with the data and science every time. — Bill Macaitis, former Slack CMO

Visualising non last click attribution models in Data Studio is impossible. To jump straight into it here are two ways you can get started with non last click attribution. Here’s how you can get a comparison how your marketing efforts performance compares on:

Your two options

  1. Connect your raw Google Analytics data and setup the Data Studio Multichannel Attribution Dashboard Template. In case you have additional dimensions from other data sources in Data Studio you can just blend them together with the multi-touch attribution data source. The steps necessary are:
    1. Copy Dashboard
    2. For the New Data Source, select CREATE NEW DATA SOURCE
    3. Under Community Connectors, go to  EXPLORE CONNECTORS, find Ad Data + Attribution By Windsor.ai, add the connector
  2. Use your existing Google Analytics connection in Google Data Studio and follow the 3 steps below:
    1. Copy the Data Studio Facebook Ads E-commerce Dashboard Template
    2. To get the data driven attribution set up, select CREATE NEW DATA SOURCE in Data Studio
    3. Under Community Connectors, go to EXPLORE CONNECTORS, find Ad Data + Attribution By Windsor.ai, add the connector
    4. Install it and blend the data (see video below)