The launch of Google’s Premium Analytics has been welcomed by retailers like Thomas Pink and Lovehoney.co.uk. Last month the search engine giant announced its first paid-for analytics service in the UK, which offers 24-hour support.

The upgraded service, available for £96,000 a year, is designed to offer increased data collection, more custom variables, downloadable reports, and attribution modeling tools.

A Premium version gives users access to raw, more accurate, data via report downloads. However, it is the potential Google Premium Analytics has to unlock effective attribution models that has caught the attention of marketers.

Nadine Sharara, head of e-commerce, Thomas Pink, says the fact that Google Premium Analytics provides attribution modeling tools designed to let users test different models for assigning credit to conversions is of particular interest.

“The free Google Analytics doesn’t offer this, and this new version could help address the issue of attribution,” she says. “Channel analysis is currently based upon last-click attribution, which is making consolidation of channel tracking complex and problematic.”

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