Last updated on
2024年9月21日
What are the pros and cons of different online advertising attribution models?
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Last-click attribution is the simplest and most widely used attribution model. It gives 100% of the credit to the last touchpoint before a conversion. For example, if a customer clicks on a search ad and then buys a product, the search ad gets all the credit. The advantage of this model is that it is easy to implement and understand. It also reflects the immediate impact of your ads on conversions. The disadvantage of this model is that it ignores all the other touchpoints that may have influenced the customer's journey. It also undervalues the role of awareness and consideration campaigns that may have a longer-term effect.
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Last click attribution is a great way to get started with understanding conversion tracking, but be wary of how much it can skew your perspective of what activities are ultimately generating revenue. For example, by using last click you may be over-attributing credit to brand searches (which typically convert much higher than other types of searches), and not giving enough credit to the wider "brand building" work and investment you are doing that ultimately led to that conversion. Whilst it's a good place to get started, a multi-touch attribution model (even one which gives equal credit to each touchpoint) will give you a much better understanding on which parts of your marketing investment are performing best.
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Last click attribution is voodoo pseudo-marketing science. It's ripe for fraudsters to create false clicks which attract more media spend towards whatever they want.
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Last-click attribution may seem straightforward, but it's like judging a movie by its final scene. Sure, that last ad grabs the spotlight, but the entire story—those earlier interactions—shapes the outcome. Embrace a broader view! Every touchpoint matters in guiding your customers' journeys. Explore how those earlier influences can elevate your strategy and truly connect with your audience.
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I tend to think last-click makes sense for 95% of marketers (a meaningful % of which aren't effectively tracking conversions at all.) It's the easiest to understand, the easiest to implement, and it's generally the strongest signal of intent.
First-click attribution is the opposite of last-click attribution. It gives 100% of the credit to the first touchpoint that introduced a customer to your brand or product. For example, if a customer sees a display ad, then visits your website, then clicks on a social media post, and then buys a product, the display ad gets all the credit. The advantage of this model is that it highlights the importance of attracting new customers and generating interest in your brand or product. The disadvantage of this model is that it disregards all the other touchpoints that may have persuaded or reinforced the customer's decision to convert. It also overvalues the role of awareness campaigns that may have a low conversion rate.
Linear attribution is a more balanced attribution model that distributes the credit evenly among all the touchpoints in a customer's journey. For example, if a customer sees a display ad, then clicks on a search ad, then watches a video ad, and then buys a product, each touchpoint gets 25% of the credit. The advantage of this model is that it acknowledges the contribution of every marketing channel or campaign to a conversion. It also gives you a holistic view of your online advertising performance. The disadvantage of this model is that it assumes that all the touchpoints have the same impact and influence on a customer's decision. It also does not account for the timing or sequence of the touchpoints.
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Garbage. This approach is limited to digital media which means that digital media while other factors have greater influence into the media spend.
Time-decay attribution is a more sophisticated attribution model that assigns more credit to the touchpoints that are closer to a conversion. For example, if a customer sees a display ad, then clicks on a search ad, then watches a video ad, and then buys a product, the video ad gets the most credit, followed by the search ad, the display ad, and then the website visit. The advantage of this model is that it reflects the logic that the more recent touchpoints are more likely to influence a conversion. It also gives you a better sense of which marketing channels or campaigns are most effective at driving conversions. The disadvantage of this model is that it still ignores the value of the earlier touchpoints that may have initiated or nurtured a customer's interest. It also does not consider the frequency or duration of the touchpoints.
Position-based attribution is a hybrid attribution model that combines the first-click and last-click models. It gives more credit to the first and last touchpoints, and less credit to the middle touchpoints in a customer's journey. For example, if a customer sees a display ad, then clicks on a search ad, then watches a video ad, and then buys a product, the display ad and the video ad get 40% of the credit each, and the search ad and the website visit get 10% of the credit each. The advantage of this model is that it recognizes the importance of both attracting and converting customers. It also gives you a clearer picture of which marketing channels or campaigns are most effective at generating awareness and driving action. The disadvantage of this model is that it still underestimates the role of the middle touchpoints that may have influenced or reinforced a customer's decision. It also does not account for the timing or sequence of the touchpoints.
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