Beyond Last Click Attribution

What Are Attribution Models?

Attribution models in Google Ads are frameworks that determine how credit for conversions is assigned to different touchpoints in the customer journey. Understanding these models is crucial for accurately evaluating the effectiveness of your ads.

Types of Attribution Models

1. Last Click: Assigns all credit to the final ad clicked before the conversion.
2. First Click: Assigns all credit to the first ad clicked.
3. Linear: Distributes credit equally across all touchpoints.
4. Time Decay: Gives more credit to interactions that happened closer to the conversion time.
5. Position-Based: Allocates 40% of the credit to both the first and last interactions, with the remaining 20% spread across the middle interactions.
6. Data-Driven: Uses machine learning to analyze the impact of each interaction and assigns credit accordingly.

Benefits of Advanced Attribution Models

• Holistic View: Provides a comprehensive understanding of the entire customer journey.
• Optimized Ad Spend: Helps in reallocating budget to support effective touchpoints.
• Better Insights: Reveals the importance of touchpoints that might be overlooked with last-click attribution.

Implementing Advanced Attribution Models

• Experimentation: Start by experimenting with different models to see how they impact your data.
• Analysis: Regularly analyze the results to understand which touchpoints are most effective.
• Optimization: Use insights gained to adjust your ad strategy and budget allocation.