Attracting more visitors to your site and generating sales is your goal. With e-mailing campaigns, sponsored links (Google Adwords), or even thanks to your natural referencing, the means of converting visitors into customers are varied. You know that generating a sale is not done in one click. Also, keep in mind that this is not always done in a single visit. Attribution is not a “swear word”; it represents a real strategic issue for your company and your business. Attribution is often perceived as complex, and if one assumes that the perfect solution does not exist, one often tends to stick with what one knows. In this blog, you will explore the attribution models that you should use in Google Ads.
Definition: What is Attribution?
In marketing, attribution refers to the models, procedures, and solutions used to share conversion credit (purchase, subscription, leads, etc.) between the various marketing levers used by an advertiser.
The attribution model in Google Ads campaigns determines the credit given to each click for your conversions.
The different attribution models in Google Ads
Today’s digital advertising industry has moved from a last-click attribution model to a non-last-click-based one. With the last-click model, credit for the conversion is given to the click on the last search ad before the conversion.
All previous searches and ad clicks made on different devices are ignored. Non -last-click models give credit to all clicks that lead to conversion, allowing you to understand the full path to your customer.
Six different such attribution models are available in Google Ads:
“Last click” based models- the “Last click” model attributes the conversion to the last click (on the last ad). As you can imagine, this model tends to simplify the customer journey a little too much, providing us with information only at the bottom of the funnel. That part of the funnel where the user is already very close to the purchase.
“First Click” based models- The ‘First Click’ attribution model is pitted directly against ‘Last Click,’ and as you can imagine, it attributes all the value of the conversion to the first click on your ad. In our example, the ad clicked on the search “best racing bike.”
Even if it doesn’t seem like it at first glance, it’s an equally limited model, which, however, can come in handy when we work with brands that are building their online visibility and that need to understand which ad (perhaps oriented towards more generic searches) is initiating the user to the conversion path.
Linear model– With the linear model, things are already more interesting, and the information we receive becomes more detailed. In this case, the conversion value (1.00) is distributed among all clicks.
The linear model is useful if your conversion journey consists of campaigns where we imagine the value supporting the sale is equal, and each ad interaction means the same to you.
Position-based models- With this model, the value of the conversion is assigned 40% to the first click, 40% to the last click, and the remaining 20% divided between all intermediate clicks.
The goal is simple: focus on the clicks that start and finish a conversion, giving less weight to (but still considering) the interactions in between.
Time decay model- The ‘Time Decay’ attribution model is a kind of enhanced ‘Last Click .’In essence, the value of the conversion decreases on the clicks furthest from the conversion, according to a half-life of 7 days. That is an ad interaction that occurred ten days before a conversion receives half of the conversion And so on, halving every seven days.
This model is particularly useful for separating all interactions that occurred far in time from the conversion, thus identifying the campaign ads that are most likely to close the conversion.
Data-driven model– Finally, “Data-Driven” Attribution. This powerful model makes use of the platform’s machine learning and requires a certain amount of available campaign information to automatically attribute conversion value to the most significant clicks in the user journey. Where available, it is an almost obligatory choice. However, at least 15,000 clicks and 600 conversions on a conversion action in the last 30 days are required to qualify for it.
If available, it is recommended to use the “data-based” or “data-driven” model because it determines which ads, keywords, and campaigns have the greatest impact on your business goals through your account data. The mathematical model automatically assigns a portion of the conversion to each interaction based on its actual influence.
If data-driven attribution is not available (a minimum volume of 15,000 clicks and 600 conversions over the last 30 days is required), let’s see in detail the other rule-based models because any model is better than the “last click” (and first click) model.
The choice of attribution model
To choose your attribution model, think about your marketing goals. Do you want to generate growth by attracting new customers? If yes, choose the position-based attribution model. Are you currently a market leader or new to the market? Is the competition fierce in your sector? Make sure your non-last-click attribution model best suits your goals.
Are you still in doubt about which attribution model you should use in Google ads? Obiyan Infotech experts are at your disposal to answer your questions and advise you on your digital project.
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