Conversion Measurement API

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Google's Conversion Measurement API is designed to provide marketers lack-click attribution.[1]

Impact

While Google's Conversion Measurement API does have access to granular cross-site event information to properly match conversions on a marketer property to a prior click event, given the lack of access to other events available via Google's Aggregate Reporting API, it cannot support multi-touch or view-through attribution. By eliminating the view-through attribution, marketers will reduce the value they currently associate publishers on which they run upper funnel branding campaigns.

Open Questions

  • What is the time-delay in providing the data necessary for publishers to optimize their revenue?
  • What is the time-delay in providing the data necessary for marketers to optimize their media spend?
  • How can marketer algorithms receive non-click and non-conversion training data?

References

  1. ↑ https://github.com/csharrison/conversion-measurement-api
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