This article is in conjunction with the article: Beginners guide to Attribution Modelling in Google Analytics where I introduced the concept of attribution modelling in the context of Google Analytics and explained the various components of attribution modelling 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 touch points in a conversion path.

In the context of Google Analytics, Attribution models can be broadly classified into two categories:

1. Default Attribution Models
2. 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 defines how credit for conversion should be distributed to various interactions (or touch points) in a conversion path, before the custom credit rules are applied.

Different types of Default Attribution Models in Google Analytics

Google Analytics provides eight different types of attribution models.

They are:

1. Last interaction attribution model (popularly known as last touch attribution model)
2. First interaction attribution model (popularly known as First touch attribution model)
3. Linear attribution model
4. Time Decay attribution model
5. Position based attribution model
6. Last non direct click model
7. Last Ad Click
8. Data Driven Attribution Model

#1 Last interaction attribution model

The Last interaction attribution model  assign 100% credit for conversion to the last interaction (or touch point) 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 assign 100% credit for conversion to the first interaction (or touch point) in a conversion path.

#3 Linear attribution model

The Linear attribution model assign equal credit for 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 assign 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 assign 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 assign 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 touch points in a conversion path.

For now, this model is available only in Google Analytics 360 (aka Google Analytics Premium) accounts.

As such, a traditional MMM model is not suitable for carrying out digital marketing mix modelling aka attribution modelling.

Which Attribution Model to use in Google Analytics?

There is no one size fit all attribution model.

The selection of attribution model depends mainly on your business model and your advertising objectives.

For example, use the last touch attribution model when 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 suggest 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.

Proportional Multi Touch attribution model is a good example of custom attribution model.

I developed this attribution model.

This model assigns credit to interactions in proportion to their contribution in a conversion.

This model is not supported by Google Analytics.

You can learn more about creating your attribution models, through this article: How to create Custom Attribution Model in Google Analytics.

Other articles on Attribution Modelling in Google Analytics

1. Touch Point Analysis in Google Analytics Attribution Modelling
2. 8 Google Analytics Conversions Segments You Must Use
3. Google Analytics Attribution Modelling – Complete Guide
4. Attribution Model Comparison Tool in Google Analytics
5. Which Attribution Model to use in Google Analytics?
6. How to create Custom Attribution Model in Google Analytics

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7. How to do ROI Analysis in Google Analytics
8. Data-Driven Attribution Model Explorer in Google Analytics
9. Guide to Data Driven Attribution Model in Google Analytics
10. Conversion Credit distribution for Attribution Models in Google Analytics
11. You are doing Google Analytics all wrong. Here is why

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12. Marketing Mix Modelling or Attribution Modelling. Which one is for you?
13. Introduction to Nonline Analytics – True Multi Channel Analytics
14. How to set up Data driven attribution model in Google Analytics
15. How to valuate Display Advertising through Attribution Modelling
16. Understanding Shopping Carts for Analytics and Conversion Optimization

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17. View-through conversion tracking in Google Analytics
18. Understanding Missing Touch Points in Attribution Modelling
19. Guide to Offline Conversion Tracking in Google Analytics
20. How to explain attribution modelling to your clients
21. 6 Keys to Digital Success in Attribution Modelling

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22. How to use ZMOT to increase Conversions and Sales exponentially
23. How to Measure and Improve the Quality of SEO Traffic through Google Analytics
24. How to analyse and report the true value of your SEO Campaign
25. How to allocate Budgets in Multi Channel Marketing
26. What You Should Know about Historical Data in Web Analytics

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27. Google Analytics Not Provided Keywords and how to unlock and analyze them
28. Selecting the Best Attribution Model for Inbound Marketing
29. Introduction to TV attribution in Google Analytics Attribution 360
30. Cross Device Reports in Google Analytics via Google Signals