Google Ads Attribution Models Tutorial
Attribution model determines how much credit is given to each of the touchpoints/clicks/interactions that helped in a conversion. This video tutorial explains all the Google ads attribution models and when to use them.
By default, Google ads are set to last-click attribution, meaning the last clicked ad will get all the credit for that conversion. Since every business is unique and the marketing campaigns are different, it is important to select an attribution that reflects your campaign strategy.
1.) Last Click Model - Gives all credit for the conversion to the last-clicked ad and corresponding keyword.
2.) First Click Model - Gives all credit for the conversion to the first-clicked ad and corresponding keyword.
3.) Linear - Distributes credits equally to all interactions.
4.) Time Decay - Givens more credit to interactions that happened closer to the conversion.
5.) Position Based - Gives 40% credit to first and last clicked ads and the remaining 20% is divided equally to all the other clicks in between.
6.) Data-Driven - Distributes credit based on historical data for that particular conversion.
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