Kate Cook

Curious about the origin, measurement and accountability of things. Navigating a 30-something career change. Look back to look forward.

[AdsLiaison @adsliaison]

Today we announced we’ll be deprecating non-last-click rules-based attribution models, which includes first-click, linear, positioned based & time decay, in Google Ads & GA4.

Data-driven attribution (DDA) is recommended & last-click will remain available.

More on why & timing:

[Kate Cook @AttributionGal]

@JU4NMEND0Z4 🤦‍♀️ Tumblr revival

[Kate Cook @AttributionGal]

@randomnessncats @AnalyticsHour @MAS_Conf Agree with this! Understand what baseline stakeholders are operating from. If they believe a metric typically falls within a certain range and our insights challenge that notion, come prepared with and take the time to share the methodology. Without buy in there is no progress.

[Kate Cook @AttributionGal]

@AnalyticsHour @MAS_Conf Encourage a culture shift towards a growth mindset by surfacing “bad news stories” alongside “good news stories” in the same breath. I’ve seen how this encourages discourse, a practitioner mindset and experimentation of tactics.

[Kate Cook @AttributionGal]

Pop culture hacks. Type the name of your craft followed by “memes” into Google to get a list of the most common problems and pitfalls facing your industry.

[Kate Cook @AttributionGal]

@CharlesFarina @kristaseiden @fedorovicius @KayleLarkin I hope so! Have seen no signs of it yet though. Reverse ETL solutions may not be fast enough to compete with a CDP so enterprise may need to start thinking about leaving Google stack :( (which makes me sad as I'm so excited for the GA4 world)

[Kate Cook @AttributionGal]

@kristaseiden @CharlesFarina @fedorovicius @KayleLarkin begging for some direction🤞🏻 How will Google streamline audience governance & activation to compete with efficiencies of CDP’s? 🤔 I’m all for GA4 OOTB data cleaning/ML/events but activating at scale via BQ has be stumped!

[Kate Cook @AttributionGal]

@CharlesFarina @kristaseiden @fedorovicius @KayleLarkin Case study of the DIY CDP case study I found: https://t.co/5KvOTprbRW)

[Kate Cook @AttributionGal]

@courtig I wanna seeeee

[Kate Cook @AttributionGal]

@courtig Love this. Self hype 🙌🏻

[Kate Cook @AttributionGal]

@paulygoldston @nathbush I think the insight is the type of booking. If you’re a service provider (doctor, Merchant Success Manager 😆) your time is limited by slots avail & the receiver is “booking your time”. It’s the cold outreach/peer to peer you’re making ME go to the effort to bring up two screens.

[Kate Cook @AttributionGal]

Starting to get to the point where, if you send me a Calendarly or booking tool to book our meeting, I’m not coming.

[Kate Cook @AttributionGal]

@shutchh I totally understand if it’s a method to coordinate a group… but if you go to the trouble of emailing me the link to book, why not just give me some times you’re available and I’ll send the invite? Effort asymmetry is correct @ca_somerville 💯

[Charles Farina @CharlesFarina]

GA4 just launched dynamic lookbacks for audiences.

This allows you to use the event_count metric to power many use cases around activity (or inactivity). Lots of opportunities to use these to do bid-adjustments in Google Ads.

[Kate Cook @AttributionGal]

@nathbush Haha that’s okay we’re just not a match 😆

[Kate Cook @AttributionGal]

@nathbush The timezone never seems to work for me... I' perpetually booking events at 2am. Unless this is quite literally user error (which could certainly be the case) :P

[Kate Cook @AttributionGal]

@ca_somerville @courtig 100% Mr Somerville. I feel seen.

[Kate Cook @AttributionGal]

@JU4NMEND0Z4 BFCM

And attribution (lol)

In this case, defining distraction as anything marketers can get sucked into for too long without a clear intention or purpose.

[Kate Cook @AttributionGal]

@tomcritchlow Paging: @JU4NMEND0Z4 (your people)