Different attribution models
There are 6 types of attribution models and each of them is unique in some sort of way.
This attribution gives all the credit to the first-click on an ad that led to a conversion. This means a person has clicked on an ad A in Google Search, then they saw a remarketing ad and in the end they clicked on the Shopping ad and they made the purchase. So all the credit goes to ad A.
In this case, credit goes to the last click on an ad. Take the path of a consumer from the previous point. Every ad doesn’t matter besides the one consumer clicked on last.
Now, things get a little bit more interesting for attribution models. With the linear model, every ad gets the same amount of credit.
This model takes into consideration time and its effects on the human mind. We tend to forget about things and it’s nice when someone or something reminds us we want to buy something. The time decay attribution model thinks about this and as time goes by, it distributes less credit to older ad interactions. So when 8 days pass by from someone clicked on ad A and the Shopping ad, the Shopping ad gets half the amount of credit than the ad A.
It does not matter how many ads crossed the buyer’s attention, the first and the last one get both 40% of credit and the rest in the middle divide 20% between them.
This model will work for you only when you have enough past data for Google to work with. It will give you a better perspective when deciding which ad was important and which was not as important. You can read more about data-driven attributes here.
Why are attribution models important?
Just like everything you step by in Google Ads account, attribution models have their advantages you should consider. We talked about different models, so let’s talk a little bit about why are they even needed.
They help you with learning which keywords are most valuable for your campaigns, how to optimize bidding and choose which attribute model is right for your type of business.
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