What is the media attribution definition and what does it have to do with Google Analytics? Google Analytics is a fantastic free tool for all web analytics. Whenever you’re looking at performance, you are looking at attribution data. That’s because Google has excellent tracking software. Sometimes, attribution data and other analytics data points contradict. As we stated at the beginning, you can’t trust attribution data 100% of the time. With that said, Google Analytics is an excellent free tool that allows retailers to see how customers interact with their websites.
Marketers should be cautious because relying on Google data for attribution is a double-edged sword. Two notable drawbacks to relying on Google for interpretation of data are that it often results in useless, inaccurate data. Google is biased to their own products, like Google Ads. But, what about marketing attribution tools like Odyssey Attribution? They’re unbiased and data-driven. You’ll get the raw data without any calculations or alterations, which could produce an incomplete picture.