As technology advances, the way we measure things has to advance as well. Google Ads is stopping their support for last click attribution sometime in 2018. As a result, advertisers will have to begin opting into one of many other attribution models available in Google. You may be asking, “what is an attribution model?”
As Google explains, an attribution model is a rule or set of rules that help determine how we credit for sales and conversions. This is assigned to touchpoints in conversion paths.
Google Ads conversion tracking helps you identify how well your campaign is generating sales, leads, sign-ups and other important activities for your business.
Currently, Google Ads has a default that is last-click attribution. This attribution gives the click just before the conversion event (such as a sign-up or purchase) 100% of the attribution credit. Because each business is different and has different goals, they tailor their attribution to whatever makes sense for their business
The attribution changes in your Google Ads account won’t mix up your account, but you will be able to go to the attribution models page and view what the various models say about your data without having to change any of your reporting defaults. There are 5 attribution models you can choose from in your Google Ads account and we have outlined a brief description of what each is below.
Time Decay Model
The touchpoints closest in time to the sale or conversion rate will get the most credit. The largest weighting will be with the keywords consumer used within a few hours of the conversion. Basically, a click eight days before a conversion will get half as much credit as a click one day before conversion.
Position Based Model
40% of the credit is the assignment to the first and the last interaction, and the remaining 20% of the credit is distributed evenly to the middle interactions.
Every touchpoint that contributed to the Google Ads conversion tracking will get the same score. The last click gets the exact same amount of credit as the first click. This model would be best used if your company wants to spread as much credit as possible around to keywords that were a key factor in the user’s consideration process towards a conversion.
Data-Driven Attribution Model
Data-driven attribution is the most heart and soul part of all the various attribution models. What it does is that it analyses various data points to help determine what specific weighting should be when the conversion occurs. It will also redistribute credit in favour of ad groups, campaigns, keywords, and converting ads.
This is where 100% of the credit is given to the first touch point. This is most often used when businesses are looking to grow and focus on new customer acquisitions. If a company is looking to remarket through new prospects this would the model to use.
If you have any questions about this change, need some advice on how you can benefit from the new attribution change, or just need some help with any facet of your online marketing, contact us at Marwick Marketing!