Google Ads UPDATE: Is Google About to Solve the Biggest Problem in Media Buying?

[00:00:11] John: So some news that could be really big, like massively impactful or it could just end up going nowhere. And time is gonna tell. was posted two hours ago from Matt Southern Google ads introduces cross-channel conversion, credit import. What does that mean? Based off of what I've read here, I think it means multichannel attribution.

[00:00:30] John: So Google is going to begin attributing credit to non-Google networks regardless of last click. I think that's a pretty good summary. I'll include a, link to the description or link to this article in the description if you wanna read it yourself. What's interesting is it came from a LinkedIn post from Frederick Boisen, who I know Fredericks he's a advertiser, perpetual traffic.

[00:00:52] John: His product profit metrics is worth checking out. And Frederick's description I think is actually maybe a little bit better than the articles. Basically Google is trying to solve the attribution problem in app, the issue that I run into, and I reached out to Frederick and asked him if he wanted to do an interview.

[00:01:07] John: So hopefully he says yes, but how would they do that? I don't see Google equipped with the abilities necessary to seed enough of the information, enough of the multi-touch, multi-channel, multi variant data. Without breaking privacy. So if Google can do this, it's gonna be huge, like massive. And it's not just gonna improve your Google ad campaign, it's gonna improve all your marketing campaigns.

[00:01:33] John: It's gonna improve mer across the board cuz Google's gonna be able to see how it interacts with other marketing channels. And how other marketing channels influence Google conversion rates and then optimize accordingly and even potentially, I dunno if they would do this, but offer recommendations for outside an ancillary.

[00:01:49] John: Marketing channels. it's such a slippery slope. Especially with all the priv privacy first initiatives and mandates and updates. what's really funny is so much of what we think, like GA four doesn't track view through for network like display or YouTube, Google Ads does. No, it doesn't.

[00:02:01] John: So there's so much that we're told we get instead of Google ads that we don't get. So when I hear stuff like this, I'm so skeptical, but Mildly optimistic cuz I've been saying for the longest time, attribution is a trillion dollar problem. And if somebody can crack attribution, man, this would be huge.

[00:02:16] John: So stay tuned. If you know anything, let me know. It looks like Frederick responded to me, so I bet you we're gonna end up doing that interview and I'll keep y'all posted on what we learned. Peace.