Capturing view-through conversions is not easy. Advertisers and marketers using Google Analytics 360, also known as Google Analytics Premium, have impression tracking available (if enabled).
Our November 2019 release helps the larger advertisers and publishers we work with to merge the impression-and click-stream data (across paid and organic activities) from Google Analytics 360 and apply our Markov attribution model on this raw data stream.
Here is an example of such a data stream visualised in a Sankey diagram:
Impressions and clicks on a path to conversion
If you are using Google Analytics 360 and would like to know how to turn on this feature, you can refer to Google’s help here. Once the two platforms are connected you will automatically see the impression data appearing in your Windsor.ai dashboard.
This is just the key update we released this cycle. If you’re a Windsor.ai customer, check out the updates section for a full recap of the release.
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