At the Google Marketing Next event in San Francisco, Google announced a couple of changes to their analytics products, by far the most relevant-to-us-lot was the announcement of Google Attribution.
Google Attribution is the latest of the 360 Suite products to gain a "depremumization", following Data Studio and Optimize. The dropping of the 360 moniker leads us to expect that the hit limits and general capabilities of the free version will be stripped back, but nothing is clear at the moment.
The product sounds impressive, building off on the Data Driven Attribution available as part of Google Analytics 360 after Google absorbed the Adometry attribution platform back in 2014.
At its core, Data Driven Attribution uses machine learning to predict the likelihood of a conversion from having occurred if a given channel or campaign wasn't present in the conversion cycle. In doing so, it removes the guesswork and "sculplting" of a human-led attribution model.
What we don't know is when the product will be generally available to all, and whether the rollout will start in the US and gradually permeate other territories (a little like Data Studio did.) We're not even too sure about a launch in this calendar year.
Data-Driven Attribution has been a gamechanger for some of the GA360 folk we work with, and making the technology available to everyone with the free Google Attribution is a really interesting move.