March 23, 2021
Apple’s App Tracking Transparency Updates & Impact
Earlier this week, Google announced that they are fully rolling out support for non-last click attribution models for YouTube & Display campaigns. This is news worth celebrating! In the past, YouTube & Display campaigns have been limited to last click attribution only, meaning that if somebody watched a YouTube ad or clicked on a Display ad, then searched a brand keyword, clicked on that ad and ultimately converted, the brand search campaign would be the only thing to get credit. This vastly undervalues the impact of that initial Display or YouTube ad on introducing the customer to the brand and getting them into the purchasing funnel, and limits our ability to measure the full impact of these upper funnel campaign types.
With this update, there are a few important things to keep in mind:
Accurate and holistic measurement of upper funnel advertising can be challenging on any channel, but this is a big step in the right direction for advertisers interested in Display or YouTube advertising, and we’re looking forward to seeing the additional insight this update unlocks.