Default and Custom Attribution Models in Google Analytics
This article is in conjunction with the article: Beginners guide to Attribution Modelling in Google Analytics where I introduced the concept of attribution modeling in the context of Google Analytics and explained the various components of attribution modeling in great detail.
So if you have not already read that article, then I would strongly suggest you to read it first.
The knowledge acquired through that article will help you greatly in understanding the present article.
Introduction to Google Analytics Attribution Models
An attribution model is a set of rules that determine how credit for conversions should be attributed/distributed to various touchpoints in a conversion path.
In the context of Google Analytics, Attribution models can be broadly classified into two categories:
- Default Attribution Models
- Custom Attribution Models
Introduction to Default attribution models in Google Analytics
The default attribution model (also known as baseline model) are pre-built models that define how credit for conversion should be distributed to various interactions (or touchpoints) in a conversion path before the custom credit rules are applied.
Get the Free E-Book (52 Pages)
Different types of Default Attribution Models in Google Analytics
Google Analytics provides eight different types of attribution models.
They are:
- Last interaction attribution model (popularly known as last-touch attribution model)
- First interaction attribution model (popularly known as First touch attribution model)
- Linear attribution model
- Time Decay attribution model
- Position based attribution model
- Last non-direct click model
- Last Ad Click
- Data-Driven Attribution Model
#1 Last interaction attribution model
The Last interaction attribution model assigns 100% credit for a conversion to the last interaction (or touchpoint) in a conversion path.
Google Analytics uses this model by default for Multi-channel funnel reports.
#2 First interaction attribution model
The First interaction attribution model assigns 100% credit for a conversion to the first interaction (or touchpoint) in a conversion path.
#3 Linear attribution model
The Linear attribution model assigns equal credit for a conversion to each interaction in a conversion path.
#4 Time Decay attribution model
The Time Decay attribution model assign more credit to the interactions which are closest in time to the conversion.
#5 Position-based attribution model
The Position-based attribution model assigns 40% credit to the first interaction, 20% credit to the middle interactions and 40% credit to the last interaction.
#6 Last non-direct click attribution model
The Last non-direct click model assigns all the credit for conversions to the last non-direct click in a conversion path.
Google Analytics uses this model by default for non-Multi channel funnel reports.
#7 The last Ad Click attribution model
The Last Ad Click model assigns all the credit for conversions to the last Google Ads click in a conversion path.
#8 Data-driven attribution model
The Data-driven attribution model uses an algorithm to assign credit for conversions to various touchpoints in a conversion path.
For now, this model is available only in Google Analytics 360 (aka Google Analytics Premium) accounts.
Get my best selling books on Attribution Modelling
- Learn to implement attribution modeling in your organization
- Understand the customer purchase journey across devices
- Determine the most effective marketing channels for investment
Click book covers to find out more.
Which Attribution Model to use in Google Analytics?
There is no one size fit all attribution model.
The selection of the attribution model depends mainly on your business model and your advertising objectives.
For example, use the last touch attribution model when the least amount of buying consideration is involved.
Use the first touch attribution model, if brand building/brand awareness is very important for you.
To learn more about selecting an attribution model, read this article: Which Attribution Model to use in Google Analytics?
How to view default attribution models available to you in Google Analytics?
To view the default attribution models available to you, follow the steps below:
Step-1: Navigate to ‘Model Comparison Tool’ (under Conversions > Attribution) in your Google Analytics view:
Step-2: Click on ‘Select Model’ drop-down menu:
You can then see the list of all available default attribution models in your GA view:
Note: If you don’t see ‘Data-driven attribution’ model in the ‘Select Model‘ dialog box and you use GA premium/360, then it means this model is not enabled for your GA view.
Read this article, to enable this model: How to set up Data-driven attribution model in Google Analytics
Custom Attribution Models in Google Analytics
As the name suggests these attribution models are developed by people like me and you.
They are user-defined attribution models.
When you build your own attribution model, you create your own rules to assign credit to different interactions in a conversion path.
These rules are known by the name ‘custom credit rules’ in Google Analytics.
The proportional Multi-Touch attribution model is a good example of a custom attribution model.
I developed this attribution model.
This model assigns credit to interactions in proportion to their contribution to conversion.
This model is not supported by Google Analytics.
You can learn more about creating your attribution models, through this article: How to create a Custom Attribution Model in Google Analytics.
Other articles on Attribution Modelling in Google Analytics
- TouchPoint Analysis in Google Analytics Attribution Modelling
- 8 Google Analytics Conversions Segments You Must Use
- Default and Custom Attribution Models in Google Analytics
- Attribution Model Comparison Tool in Google Analytics
- Which Attribution Model to use in Google Analytics?
- How to create Custom Attribution Model in Google Analytics
- How to do ROI Analysis in Google Analytics
- Google Analytics Attribution Modelling – Complete Guide
- Guide to Data Driven Attribution Model in Google Analytics
- Conversion Credit distribution for Attribution Models in Google Analytics
- You are doing Google Analytics all wrong. Here is why
- Marketing Mix Modelling or Attribution Modelling. Which one is for you?
- Introduction to Nonline Analytics – True Multi Channel Analytics
- How to set up Data driven attribution model in Google Analytics
- How to valuate Display Advertising through Attribution Modelling
- Understanding Shopping Carts for Analytics and Conversion Optimization
- View-through conversion tracking in Google Analytics
- Understanding Missing Touch Points in Attribution Modelling
- Guide to Offline Conversion Tracking in Google Analytics
- How to explain attribution modelling to your clients
- 6 Keys to Digital Success in Attribution Modelling
- How to use ZMOT to increase Conversions and Sales exponentially
- How to Measure and Improve the Quality of SEO Traffic through Google Analytics
- How to analyse and report the true value of your SEO Campaign
- How to allocate Budgets in Multi Channel Marketing
- What You Should Know about Historical Data in Web Analytics
- Google Analytics Not Provided Keywords and how to unlock and analyze them
- Selecting the Best Attribution Model for Inbound Marketing
- Introduction to TV attribution in Google Analytics Attribution 360
- Cross Device Reports in Google Analytics via Google Signals
- Data-Driven Attribution Model Explorer in Google Analytics
Do you know the difference between Web Analytics and Google Analytics?
99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).
So they are teaching GA and GTM in the name of teaching Web analytics.
They just copy each other. Monkey see, monkey do.
But Web analytics is not about GA, GTM.
It is about analyzing and interpreting data, setting up goals, strategies and KPIs.
It’s about creating strategic roadmap for your business.
Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.
You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.
Using Google Analytics without the good understanding of ‘Web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.
You are either likely to end up somewhere other than your destination or you get involved in an accident.
You learn data analysis and interpretation from Web analytics and not from Google Analytics.
The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.
You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.
You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.
So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.
Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.
You need to know lot more than GA in order to work in Web analytics and marketing field.
So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage web/digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.
Here what You'll Learn On This FREE Web Class!
1) Why digital analytics is the key to online business success
2) The number 1 reason why most marketers are not able to scale their advertising and maximize sales.
3) Why Google and Facebook ads don’t work for most businesses & how to make them work.
4) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
5) The number 1 reason why conversion optimization is not working for your business.
6) How to advertise on any marketing platform for FREE with an unlimited budget.
7) How to learn and master digital analytics and conversion optimization in record time.
My best selling books on Digital Analytics and Conversion Optimization
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.
Himanshu Sharma
Digital Marketing Consultant and Founder of Optimizesmart.com
This article is in conjunction with the article: Beginners guide to Attribution Modelling in Google Analytics where I introduced the concept of attribution modeling in the context of Google Analytics and explained the various components of attribution modeling in great detail.
So if you have not already read that article, then I would strongly suggest you to read it first.
The knowledge acquired through that article will help you greatly in understanding the present article.
Introduction to Google Analytics Attribution Models
An attribution model is a set of rules that determine how credit for conversions should be attributed/distributed to various touchpoints in a conversion path.
In the context of Google Analytics, Attribution models can be broadly classified into two categories:
- Default Attribution Models
- Custom Attribution Models
Introduction to Default attribution models in Google Analytics
The default attribution model (also known as baseline model) are pre-built models that define how credit for conversion should be distributed to various interactions (or touchpoints) in a conversion path before the custom credit rules are applied.
Get the Free E-Book (52 Pages)
Different types of Default Attribution Models in Google Analytics
Google Analytics provides eight different types of attribution models.
They are:
- Last interaction attribution model (popularly known as last-touch attribution model)
- First interaction attribution model (popularly known as First touch attribution model)
- Linear attribution model
- Time Decay attribution model
- Position based attribution model
- Last non-direct click model
- Last Ad Click
- Data-Driven Attribution Model
#1 Last interaction attribution model
The Last interaction attribution model assigns 100% credit for a conversion to the last interaction (or touchpoint) in a conversion path.
Google Analytics uses this model by default for Multi-channel funnel reports.
#2 First interaction attribution model
The First interaction attribution model assigns 100% credit for a conversion to the first interaction (or touchpoint) in a conversion path.
#3 Linear attribution model
The Linear attribution model assigns equal credit for a conversion to each interaction in a conversion path.
#4 Time Decay attribution model
The Time Decay attribution model assign more credit to the interactions which are closest in time to the conversion.
#5 Position-based attribution model
The Position-based attribution model assigns 40% credit to the first interaction, 20% credit to the middle interactions and 40% credit to the last interaction.
#6 Last non-direct click attribution model
The Last non-direct click model assigns all the credit for conversions to the last non-direct click in a conversion path.
Google Analytics uses this model by default for non-Multi channel funnel reports.
#7 The last Ad Click attribution model
The Last Ad Click model assigns all the credit for conversions to the last Google Ads click in a conversion path.
#8 Data-driven attribution model
The Data-driven attribution model uses an algorithm to assign credit for conversions to various touchpoints in a conversion path.
For now, this model is available only in Google Analytics 360 (aka Google Analytics Premium) accounts.
Get my best selling books on Attribution Modelling
- Learn to implement attribution modeling in your organization
- Understand the customer purchase journey across devices
- Determine the most effective marketing channels for investment
Click book covers to find out more.
Which Attribution Model to use in Google Analytics?
There is no one size fit all attribution model.
The selection of the attribution model depends mainly on your business model and your advertising objectives.
For example, use the last touch attribution model when the least amount of buying consideration is involved.
Use the first touch attribution model, if brand building/brand awareness is very important for you.
To learn more about selecting an attribution model, read this article: Which Attribution Model to use in Google Analytics?
How to view default attribution models available to you in Google Analytics?
To view the default attribution models available to you, follow the steps below:
Step-1: Navigate to ‘Model Comparison Tool’ (under Conversions > Attribution) in your Google Analytics view:
Step-2: Click on ‘Select Model’ drop-down menu:
You can then see the list of all available default attribution models in your GA view:
Note: If you don’t see ‘Data-driven attribution’ model in the ‘Select Model‘ dialog box and you use GA premium/360, then it means this model is not enabled for your GA view.
Read this article, to enable this model: How to set up Data-driven attribution model in Google Analytics
Custom Attribution Models in Google Analytics
As the name suggests these attribution models are developed by people like me and you.
They are user-defined attribution models.
When you build your own attribution model, you create your own rules to assign credit to different interactions in a conversion path.
These rules are known by the name ‘custom credit rules’ in Google Analytics.
The proportional Multi-Touch attribution model is a good example of a custom attribution model.
I developed this attribution model.
This model assigns credit to interactions in proportion to their contribution to conversion.
This model is not supported by Google Analytics.
You can learn more about creating your attribution models, through this article: How to create a Custom Attribution Model in Google Analytics.
Other articles on Attribution Modelling in Google Analytics
- TouchPoint Analysis in Google Analytics Attribution Modelling
- 8 Google Analytics Conversions Segments You Must Use
- Default and Custom Attribution Models in Google Analytics
- Attribution Model Comparison Tool in Google Analytics
- Which Attribution Model to use in Google Analytics?
- How to create Custom Attribution Model in Google Analytics
- How to do ROI Analysis in Google Analytics
- Google Analytics Attribution Modelling – Complete Guide
- Guide to Data Driven Attribution Model in Google Analytics
- Conversion Credit distribution for Attribution Models in Google Analytics
- You are doing Google Analytics all wrong. Here is why
- Marketing Mix Modelling or Attribution Modelling. Which one is for you?
- Introduction to Nonline Analytics – True Multi Channel Analytics
- How to set up Data driven attribution model in Google Analytics
- How to valuate Display Advertising through Attribution Modelling
- Understanding Shopping Carts for Analytics and Conversion Optimization
- View-through conversion tracking in Google Analytics
- Understanding Missing Touch Points in Attribution Modelling
- Guide to Offline Conversion Tracking in Google Analytics
- How to explain attribution modelling to your clients
- 6 Keys to Digital Success in Attribution Modelling
- How to use ZMOT to increase Conversions and Sales exponentially
- How to Measure and Improve the Quality of SEO Traffic through Google Analytics
- How to analyse and report the true value of your SEO Campaign
- How to allocate Budgets in Multi Channel Marketing
- What You Should Know about Historical Data in Web Analytics
- Google Analytics Not Provided Keywords and how to unlock and analyze them
- Selecting the Best Attribution Model for Inbound Marketing
- Introduction to TV attribution in Google Analytics Attribution 360
- Cross Device Reports in Google Analytics via Google Signals
- Data-Driven Attribution Model Explorer in Google Analytics
Do you know the difference between Web Analytics and Google Analytics?
99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).So they are teaching GA and GTM in the name of teaching Web analytics.
They just copy each other. Monkey see, monkey do.
But Web analytics is not about GA, GTM.
It is about analyzing and interpreting data, setting up goals, strategies and KPIs.
It’s about creating strategic roadmap for your business.
Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.
Using Google Analytics without the good understanding of ‘Web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.
You are either likely to end up somewhere other than your destination or you get involved in an accident.
You learn data analysis and interpretation from Web analytics and not from Google Analytics.The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.
You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.
You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.
Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.
You need to know lot more than GA in order to work in Web analytics and marketing field.
So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage web/digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.
Here what You'll Learn On This FREE Web Class!
1) Why digital analytics is the key to online business success
2) The number 1 reason why most marketers are not able to scale their advertising and maximize sales.
3) Why Google and Facebook ads don’t work for most businesses & how to make them work.
4) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
5) The number 1 reason why conversion optimization is not working for your business.
6) How to advertise on any marketing platform for FREE with an unlimited budget.
7) How to learn and master digital analytics and conversion optimization in record time.
My best selling books on Digital Analytics and Conversion Optimization
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.
Himanshu Sharma
Digital Marketing Consultant and Founder of Optimizesmart.com