Attribution Models In Adwords

Leaving aside the topic of organic positioning for a while , then we will talk about the different attribution models that can be selected to measure conversions on the Google AdWords platform. But first, what are attribution models and how do they add value to our business?

It is about how the value of a conversion is assigned to the different points of contact (clicks) that a user makes during their path to conversion, that is, it is a set of conversion measurement models that assigns value to it depending on the model that is selected in the account settings.

We will explain the attribution models that currently exist in Google AdWords and the qualities of each one. Attribution models, like the entire digital strategy of your business, must be consistent with your objectives and be of value to you.

First click. The first-click attribution model assigns the total value of a conversion (which, as we have previously discussed, can be filling out a form on a website, downloading a file from the site, subscribing to a newsletter, among many others) to the first interaction that the user has with your AdWords ads.

Last click. The total conversion value is attributed to the last point of contact that the user made prior to the conversion.

Linear. The linear attribution model assigns the same value to all clicks made during the user's conversion path.

Decline in time. The value of the conversion is attributed to the channel closest to the conversion and the previous touchpoints are assigned less and less value as they move away from the moment of conversion.

According to the position. 40% of the conversion is assigned to the first and last click (adding 80%), the rest is distributed between the clicks that occur in the middle of the previous two.

Based on data. It is the attribution model recommended by Google, based on the historical data of the account, the platform assigns the value of clicks to those that add more value to the performance of the campaigns. This model has its limitations, since it is activated only when in the last 30 days there have been 15,000 clicks and 600 conversions.

Attribution models help us understand the full spectrum of our AdWords advertising actions and understand which ads and keywords are having value to the user on their journey to conversion. Approach your digital marketing specialist and agree together on the ideal attribution model for your business. Don't forget that at Avatar , we are here to grow your digital presence.