Which Attribution Model to use in Google Analytics?
Table of Contents
- When to use the Last Touch Attribution Model in Google Analytics?
- When to use the First Touch Attribution Model in Google Analytics?
- When to use the Linear Attribution Model in Google Analytics?
- When to use the Time Decay Attribution Model in Google Analytics?
- When to use the Position-Based Attribution Model in Google Analytics?
- When to use the Last Non-Direct Attribution Model in Google Analytics?
- When to use the Last Ad Click Attribution Model in Google Analytics?
- When to use the Data-Driven Attribution Model in Google Analytics?
This article is related to attribution modelling in Google Analytics. If you are brand new to attribution modelling then read this article first: Beginners Guide to Google Analytics Attribution Modelling to get familiar with the concept of attribution modelling.
In the present article, I will give you some general guidelines, for selecting a default attribution model for the purpose of evaluating a marketing channel.
If you are not sure what a baseline model is, then read this article: Default and Custom Attribution Models in Google Analytics
You select an attribution model, on the basis of your business model and advertising objectives. The attribution model that you select has a great impact on conversion volume and conversion value. Thus attribution models can greatly impact the valuation of your marketing channels.
Both conversion volume and conversion value can vary from one attribution model to the other:

For example, if you select the ‘first touch attribution model’ then the marketing channels that initiated conversions, will get all the credit for conversions in a conversion path.
Similarly, if you select the ‘last touch attribution model’ then the marketing channels that completed conversions, will get all the credit for conversions in a conversion path.
Following are some general guidelines you can use while selecting an attribution model:
#1 When to use the Last Touch Attribution Model in Google Analytics?
Use the last touch attribution model when the least amount of buying consideration is involved. For example, if you are an FMCG (fast-moving consumer goods) company (like ‘Tesco’ or ‘Walmart) and you sell products that involve the least amount of consideration by a buyer, then you can use the last touch attribution model.
This is because you then do not need to assign more conversion credit to the first and middle interactions in your conversion path.
#2 When to use the First Touch Attribution Model in Google Analytics?
Use the first touch attribution model, if brand building/brand awareness is very important for you. If you are a new player in your niche then you may need more brand awareness than your established competitors.
Consequently, your advertising goals should be more ‘brand building’ centric. So you may need to assign more conversion credit to interactions, which initiated the conversion process.
In that case, use the First Touch attribution model.
#3 When to use the Linear Attribution Model in Google Analytics?
Use this attribution model, if you have a business model where each interaction with your customers is equally important for your conversions.
For example, if you provide customer support service then each interaction with your customers is equally important for you. In that case, use the linear attribution model.
#4 When to use the Time Decay Attribution Model in Google Analytics?
Use the time decay model, if you are running time-sensitive promotional campaigns.
If you want to understand the buying behavior of your customers during a promotional campaign then you would want to assign more credits to the interactions which occurred closest in time to conversions, as they are more relevant than the interactions which occurred further in the past. In that case, use the Time Decay Model.
In the absence of the data-driven attribution model, I prefer to use the time decay model.
#5 When to use the Position-Based Attribution Model in Google Analytics?
If you have a business model or advertising objectives, which value first and last interactions more than the middle interactions, then use the Position-Based model.
#6 When to use the Last Non-Direct Attribution Model in Google Analytics?
Direct traffic is not really a traffic source or a marketing channel.
It is an “action” taken by your users and this action is the result of the impact of marketing activity. So you shouldn’t be assigning credit for conversions to direct traffic.
Consequently, you should use the last non-direct click model (instead of last click model) which gives all the credit for conversions to the last non-direct click in a conversion path.
All non-multi-channel funnels report in Google Analytics use a non-direct click attribution model by default.
#7 When to use the Last Ad Click Attribution Model in Google Analytics?
Use the Last Ad click model, if you just want to understand the role of Google ads in users’ conversion paths.
#8 When to use the Data-Driven Attribution Model in Google Analytics?
If you have access to a Google Analytics premium/360 account, then definitely use the data-driven model.
There are two main reasons for that:
#8.1 Data-driven model assigns credit for conversions algorithmically, which can be much more trustworthy than manually assigned conversion credits and/or the credits assigned via the time decay model.
#8.2 Data-driven model can analyse the data not only from your GA account but also from all those Google (like Google Ads) and non-Google accounts which are linked to your GA account.
If you are still having a hard time deciding which attribution model to use then compare different attribution models to each other via the model comparison tool in Google Analytics.
Then determine whether your marketing channel(s) is undervalued or overvalued under a particular attribution model.
Other articles on Attribution Modelling
- How to analyse and report the true value of your SEO Campaign
- How to valuate Display Advertising through Attribution Modelling
- Understanding Shopping Carts for Analytics and Conversion Optimization
- 6 Keys to Digital Success in Attribution Modelling
- Google Analytics Attribution Modeling Tutorial
- How to Measure and Improve the Quality of SEO Traffic through Google Analytics
- How to explain attribution modelling to your clients
- Default and Custom Attribution Models in Google Analytics
- Understanding Missing Touchpoints in Attribution Modelling
- What You Should Know about Historical Data in Web Analytics
- Model Comparison Report Explained in Google Analytics Attribution
- Data-Driven Attribution Model in Google Analytics – Tutorial
- Conversion Lag Report Explained in Google Analytics Attribution
- Selecting the Best Attribution Model for Inbound Marketing
- How to do ROI Analysis in Google Analytics
- Conversion Credit Models Guide – Google Analytics Attribution
- Introduction to Nonline Analytics – True Multi Channel Analytics
- Conversion Types Explained in Google Analytics Attribution
- Attribution Channels Explained in Google Analytics Attribution
- Differences Between Google Attribution & Multi-Channel Funnel Reports
- Introduction to TV Attribution in Google Analytics Attribution 360
- Conversion Credit Distribution for Attribution Models in Google Analytics
- Conversion Paths Report Explained in Google Analytics Attribution
- Attribution Model Comparison Tool in Google Analytics
- Touchpoint Analysis in Google Analytics Attribution Modelling
- Attributed Conversions & Attributed Revenue Explained in Google Attribution
- Which Attribution Model to use in Google Analytics?
- Google Attribution Access and User Permissions – Tutorial
- Conversion Path Length Report Explained in Google Analytics Attribution
- How to set up a data-driven attribution model in Google Analytics
- View-Through Conversion Tracking in Google Analytics
- Offline Conversion Tracking in Google Analytics – Tutorial
- How to Create Custom Attribution Model in Google Analytics
- 8 Google Analytics Conversions Segments You Must Use
- You are doing Google Analytics all wrong. Here is why
- How to Use ZMOT to Increase Conversions and Sales Exponentially
- Connected Properties Explained in Google Analytics Attribution
- Marketing Mix Modelling or Attribution Modelling. Which one is for you?
- How is attribution modelling helpful for ecommerce and non-ecommerce websites?
- Conversion Time & Interaction Time Explained in Google Analytics Attribution
- How to Allocate Budgets in Multi Channel Marketing
- How Does Attribution Work?
- Data-Driven Attribution Model Explorer in Google Analytics
- Introduction to Attribution Beta – Attribution Project in Google Analytics
Register for the FREE TRAINING...
"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."
Here’s what we’re going to cover in this training…
#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.
Table of Contents
- When to use the Last Touch Attribution Model in Google Analytics?
- When to use the First Touch Attribution Model in Google Analytics?
- When to use the Linear Attribution Model in Google Analytics?
- When to use the Time Decay Attribution Model in Google Analytics?
- When to use the Position-Based Attribution Model in Google Analytics?
- When to use the Last Non-Direct Attribution Model in Google Analytics?
- When to use the Last Ad Click Attribution Model in Google Analytics?
- When to use the Data-Driven Attribution Model in Google Analytics?
This article is related to attribution modelling in Google Analytics. If you are brand new to attribution modelling then read this article first: Beginners Guide to Google Analytics Attribution Modelling to get familiar with the concept of attribution modelling.
In the present article, I will give you some general guidelines, for selecting a default attribution model for the purpose of evaluating a marketing channel.
If you are not sure what a baseline model is, then read this article: Default and Custom Attribution Models in Google Analytics
You select an attribution model, on the basis of your business model and advertising objectives. The attribution model that you select has a great impact on conversion volume and conversion value. Thus attribution models can greatly impact the valuation of your marketing channels.
Both conversion volume and conversion value can vary from one attribution model to the other:
For example, if you select the ‘first touch attribution model’ then the marketing channels that initiated conversions, will get all the credit for conversions in a conversion path.
Similarly, if you select the ‘last touch attribution model’ then the marketing channels that completed conversions, will get all the credit for conversions in a conversion path.
Following are some general guidelines you can use while selecting an attribution model:
#1 When to use the Last Touch Attribution Model in Google Analytics?
Use the last touch attribution model when the least amount of buying consideration is involved. For example, if you are an FMCG (fast-moving consumer goods) company (like ‘Tesco’ or ‘Walmart) and you sell products that involve the least amount of consideration by a buyer, then you can use the last touch attribution model.
This is because you then do not need to assign more conversion credit to the first and middle interactions in your conversion path.
#2 When to use the First Touch Attribution Model in Google Analytics?
Use the first touch attribution model, if brand building/brand awareness is very important for you. If you are a new player in your niche then you may need more brand awareness than your established competitors.
Consequently, your advertising goals should be more ‘brand building’ centric. So you may need to assign more conversion credit to interactions, which initiated the conversion process.
In that case, use the First Touch attribution model.
#3 When to use the Linear Attribution Model in Google Analytics?
Use this attribution model, if you have a business model where each interaction with your customers is equally important for your conversions.
For example, if you provide customer support service then each interaction with your customers is equally important for you. In that case, use the linear attribution model.
#4 When to use the Time Decay Attribution Model in Google Analytics?
Use the time decay model, if you are running time-sensitive promotional campaigns.
If you want to understand the buying behavior of your customers during a promotional campaign then you would want to assign more credits to the interactions which occurred closest in time to conversions, as they are more relevant than the interactions which occurred further in the past. In that case, use the Time Decay Model.
In the absence of the data-driven attribution model, I prefer to use the time decay model.
#5 When to use the Position-Based Attribution Model in Google Analytics?
If you have a business model or advertising objectives, which value first and last interactions more than the middle interactions, then use the Position-Based model.
#6 When to use the Last Non-Direct Attribution Model in Google Analytics?
Direct traffic is not really a traffic source or a marketing channel.
It is an “action” taken by your users and this action is the result of the impact of marketing activity. So you shouldn’t be assigning credit for conversions to direct traffic.
Consequently, you should use the last non-direct click model (instead of last click model) which gives all the credit for conversions to the last non-direct click in a conversion path.
All non-multi-channel funnels report in Google Analytics use a non-direct click attribution model by default.
#7 When to use the Last Ad Click Attribution Model in Google Analytics?
Use the Last Ad click model, if you just want to understand the role of Google ads in users’ conversion paths.
#8 When to use the Data-Driven Attribution Model in Google Analytics?
If you have access to a Google Analytics premium/360 account, then definitely use the data-driven model.
There are two main reasons for that:
#8.1 Data-driven model assigns credit for conversions algorithmically, which can be much more trustworthy than manually assigned conversion credits and/or the credits assigned via the time decay model.
#8.2 Data-driven model can analyse the data not only from your GA account but also from all those Google (like Google Ads) and non-Google accounts which are linked to your GA account.
If you are still having a hard time deciding which attribution model to use then compare different attribution models to each other via the model comparison tool in Google Analytics.
Then determine whether your marketing channel(s) is undervalued or overvalued under a particular attribution model.
Other articles on Attribution Modelling
- How to analyse and report the true value of your SEO Campaign
- How to valuate Display Advertising through Attribution Modelling
- Understanding Shopping Carts for Analytics and Conversion Optimization
- 6 Keys to Digital Success in Attribution Modelling
- Google Analytics Attribution Modeling Tutorial
- How to Measure and Improve the Quality of SEO Traffic through Google Analytics
- How to explain attribution modelling to your clients
- Default and Custom Attribution Models in Google Analytics
- Understanding Missing Touchpoints in Attribution Modelling
- What You Should Know about Historical Data in Web Analytics
- Model Comparison Report Explained in Google Analytics Attribution
- Data-Driven Attribution Model in Google Analytics – Tutorial
- Conversion Lag Report Explained in Google Analytics Attribution
- Selecting the Best Attribution Model for Inbound Marketing
- How to do ROI Analysis in Google Analytics
- Conversion Credit Models Guide – Google Analytics Attribution
- Introduction to Nonline Analytics – True Multi Channel Analytics
- Conversion Types Explained in Google Analytics Attribution
- Attribution Channels Explained in Google Analytics Attribution
- Differences Between Google Attribution & Multi-Channel Funnel Reports
- Introduction to TV Attribution in Google Analytics Attribution 360
- Conversion Credit Distribution for Attribution Models in Google Analytics
- Conversion Paths Report Explained in Google Analytics Attribution
- Attribution Model Comparison Tool in Google Analytics
- Touchpoint Analysis in Google Analytics Attribution Modelling
- Attributed Conversions & Attributed Revenue Explained in Google Attribution
- Which Attribution Model to use in Google Analytics?
- Google Attribution Access and User Permissions – Tutorial
- Conversion Path Length Report Explained in Google Analytics Attribution
- How to set up a data-driven attribution model in Google Analytics
- View-Through Conversion Tracking in Google Analytics
- Offline Conversion Tracking in Google Analytics – Tutorial
- How to Create Custom Attribution Model in Google Analytics
- 8 Google Analytics Conversions Segments You Must Use
- You are doing Google Analytics all wrong. Here is why
- How to Use ZMOT to Increase Conversions and Sales Exponentially
- Connected Properties Explained in Google Analytics Attribution
- Marketing Mix Modelling or Attribution Modelling. Which one is for you?
- How is attribution modelling helpful for ecommerce and non-ecommerce websites?
- Conversion Time & Interaction Time Explained in Google Analytics Attribution
- How to Allocate Budgets in Multi Channel Marketing
- How Does Attribution Work?
- Data-Driven Attribution Model Explorer in Google Analytics
- Introduction to Attribution Beta – Attribution Project in Google Analytics
Register for the FREE TRAINING...
"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."
Here’s what we’re going to cover in this training…
#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.