What is Google Attribution Modeling and How to Choose The Right One For Your Business?

Attribution models in Google Ads provide numerous benefits to advertisers. Google provides six attribution models currently for its advertisers to choose one based on their specific goals. The attribution models help businesses understand when, how, and why people got converted on the ads running on Google.

60% or more of Australian websites don’t have analytics or any other tracking system installed on their website, 50% or more who run ads have the default model set, while it may work for some, there is a sizable number of websites that are taking sub-par decisions due to incorrect attribution modeling.

Picking an incorrect attribution model will leave you confused with inaccurate data and therefore negatively impact your future campaigns’ success.

If you are someone who wants to get started with Google Ads, this article is for you. Today, we discuss what Google Ad attribution models are and how you can pick the right one for yourself.

Let us dive further into the world of Google Ads

What Are Google Ads Attribution Models?

The Attribution models are not unique only to Google Ads. They are present in Google Analytics as well. That said, any platform that has analytics has different attribution models as well.

Google defines Attribution models as
“the rules, or the set of rules, that determines how credits for sales and conversions are assigned to touchpoints in conversion paths.”

Explain it further in more straightforward terms; Attribution models tell your analytics which channel or keyword you should credit for the sale or conversion. However, if you think that it can be determined easily, it is not that simple anymore, especially in the current era, the era of inbound digital marketing.

It takes almost 7-13 engagements for a lead to get converted into sales. That said, potential customers visit several profiles of your business to make sure they want to make a purchase. They may have visited your Twitter, Website, Instagram, might have seen your remarketing ads, etc., probably all within 30 days or less.

Summing up; Attribution models provide clear data regarding the channels that played a major role in converting leads into sales.

Now that you know what Attribution models are and why they are important let us know how you can pick one for your business.

Google Ads Attribution Models

Before knowing how to pick the correct attribution model, let us know what the six models are.

• Last-Click Model (Default Model): This model attributes 100% credit to the last channel before the conversion. This baseline is great for comparing with other models.

• First- Click Model: This model helps you understand which channel made your brand or product awareness.

• Linear Model: You can use this model if you design your campaign to maintain awareness and contact with the customer throughout the sales cycle.

• Time Decay Model: This model assigns most credits to the touchpoints that occurred close to when there was a conversion.

• Position-Based Model: This model is used to adjust the credit for distinct parts of a consumer’s journey. It includes early interactions that create awareness and late interactions that close sales.

• Data-Driven Model: This model uses technical algorithms and weighted credit to determine the channels driving your business forward and the most success.

Selecting The Right Attribution Model in Google Ads

To select an attribution model for your ad, you will have to head towards your dashboard of Google Ads. From the dashboard, you will have to click on the “tools” option.

Under the Tools tab, you will get a “measurements” option, and under this option, you will have to select the “conversions” page. If you are looking to change the attribution for a campaign, you will have to select individual conversion action. From the list, select the conversion action that you are using for that particular campaign.

From here, click on “edit setting” to access the attribution model options available. There you will see a list of all attribution models, which we have mentioned above. Pick the attribution model that you want. You will know from this tab whether or not your campaign is eligible for a data-driven model.

Click on done, and then save. Voila, your campaign is now ready with a new attribution model.

Few Things to Know About Google Ad Attribution Model

The attribution model of Google ads may appear a bit complicated initially, but when you break them down, they are the simplest. Simply put, attribution models give a better understanding of how and why a lead was converted on your ad.

The models give conversion credits to different keywords and channels based on the models you use for your ads. This may have considerable implications on the data and campaign steps of the future.

With the wrong model, you will make wrong decisions in the future. At the same time, the right model will help you unlock some powerful data about Google ads. That said, you should choose an attribution model that matches the objectives of your campaign.

Besides knowing the right attribution model for your ad, you need to know the right attribution model for Google Analytics as well. However, it is easier said than done. Every model has its pros and cons; therefore, you need to decide better. The key is to pick the most suitable one for your campaign and business.

To make your choice right, ask yourself this question; what is the end goal of the marketing campaign that I am running, and which attribution model will make a highly effective measuring stick?

For a marketing strategy to succeed, it is crucial for a business to properly track and attribute sales and leads to maximize success. Unfortunately, with overwhelming choices of attribution models available and with continuously evolving technology requirements, the task of getting started with the Google ads attribution model may seem daunting.

The Bottom Line

Considering the increasing importance of Attribution modeling in a customer’s journey, it is no longer an expensive process. If you need help in getting the right model strategized for your business contact, Speak to SIMBAA, Understand the behaviour of your consumers and obtain maximum benefits.