Google last week introduced new tools to better measure the effectiveness of digital ads including linking ads to in-store purchases.

At its annual Google Marketing Next advertiser conference, officials introduced Google Attribution, which uses machine learning to provide data-driven insights about each step in the consumer journey. The free tool integrates with AdWords, Google Analytics and DoubleClick Search to determine how much credit to assign to each step in the consumer journey.

“It analyzes your account’s unique conversion patterns, comparing the paths of customers who convert to those who don’t, so you get results that accurately represent your business,” wrote Sridhar Ramaswamy, SVP of ads & commerce, in a blog post.

Mr. Ramaswamy said many marketers have been “stuck using last-click attribution” because of challenges in tracking journeys across devices and integrating tools.

Gaining more attention in the press was Google’s plans to roll out tools that link in-store purchases to digital ads.