How to change Attribution Model in Google Ads (Adwords)

 

This article is related to attribution modelling in Google Adwords.

If you are brand new to attribution modelling then read this article first: Guide to Attribution Modelling in Google Ads (Google Adwords) to get familiar with the concept of attribution modelling.

By default, Google Ads use the last click attribution model.

So if you have not changed your attribution model then you are most probably using the last click model.

Before you can change attribution model in Google Adwords, you need to decide which attribution model to use.

For example, if least amount of buying consideration is involved then keep using the last click attribution model.

Use the first click model, if brand building/brand awareness is very important for your business.

To learn more about selecting the attribution model in Google Ads which best serve your needs, read this article: Which Attribution Model to use in Google Ads (Google Adwords)?

Attribution Modelling in Google Ads and FacebookAttribution Modelling in Google Analytics and Beyond

Get my best selling books on Attribution Modelling

  • Learn to implement attribution modelling in your organisation
  • Understand the customer purchase journey across devices
  • Determine the most effective marketing channels for investment

 Click book covers to find out more

Once you have decided the attribution model that you want to use, follow the steps below to change / set your attribution model in Google Ads:

Step-1: Login to your Google Ads account with admin/full access.

Step-2: Click on the ‘Tools’ tab and then click on the ‘Conversions’ link under the ‘Measurement’ section:

Step-3: Click on the name of the conversion action whose attribution model you want to change:

You should now be able to see the attribution model currently being used by the conversion action:

Step-4: Click on the ‘Edit Settings’ link and then click on the drop down menu in the ‘attribution modelling’ row:

Step-5: Select the attribution model you want to use from the drop down menu and then click on the ‘Save’ button:

The attribution model that you select while editing/creating a conversion action tells Google ads, how to attribute conversions for the conversion action.

For example, if you select ‘last click’ attribution model then the conversion action will be attributed to the first ad (and its corresponding keyword) a user clicked before completing the conversion.

The attribution model that you select only affect the conversion action to which it is applied and it only affect your search network and shopping data.

The selected attribution model does not affect your Display network, Mobile App and phone call data.

In other words, Display Network conversions, Mobile App conversions and phone call conversions are continued to be attributed to the last ad click regardless of the attribution model you set for your conversion actions.

Note: The attribution model that you select also affects, how your bids are optimized for conversions.

Step-6: Click on the ‘Done’ button.

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

Attribution Modelling in Google Ads and FacebookAttribution Modelling in Google Analytics and Beyond

Get my best selling books on Attribution Modelling

  • Learn to implement attribution modelling in your organisation
  • Understand the customer purchase journey across devices
  • Determine the most effective marketing channels for investment

 Click book covers to find out more

Other Articles Related to Attribution Modelling in Google Ads

  1. Guide to Attribution Modelling in Google Ads (Google Adwords)
  2. Which Attribution Model to use in Google Ads (Google Adwords)?
  3. Cross device attribution reports in Google Ads (Google AdWords)
  4. Data Driven Attribution Model in Google Ads (Google Adwords)
  5. Setting up Data Driven Attribution Model in Google Ads (Google Adwords)
  6. Store visit conversion tracking in Google Ads (Google AdWords)
  7. Understanding the Analytics behind Google Ads (Google Adwords)
  8. Cross Account Conversion Tracking in Google Ads (Google Adwords)
  9. Understanding View-Through conversions In Google Ads (Google Adwords)
  10. Assisted Conversions Report in Google Ads (Google Adwords)
  11. Understanding Conversion Paths in Google Ads (Google Adwords)
  12. Understanding Search Attribution Reports in Google Ads (Adwords)
  13. How to test Attribution Model in Google Ads (Adwords)
 

Do you know the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics.

They just copy each other. Monkey see, monkey do.

But Digital 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.


Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Digital 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 Digital 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 ‘Digital analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital 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 ‘Digital analytics’. You are not learning the ‘Digital 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 digital 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 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) The number 1 reason why most marketers and business owners are not able to scale their advertising and maximise sales.

2) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

3) The number 1 reason why conversion optimization is not working for your business.

4) How to advertise on any marketing platform for FREE with an unlimited budget.

5) How to learn and master digital analytics 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

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

error: Alert: Content is protected !!