Conversion Credit Distribution for Attribution Models in Google Analytics

The following article is an excerpt from my best selling book: Attribution Modelling in Google Analytics and Beyond which I am sharing it here for the first time, to benefit the wider audience:

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

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In the present article, I will show you how Google Analytics distributes conversion credit to various touchpoints in a conversion path for different attribution models.

This insight will greatly improve your understanding of various GA attribution models.

But before we move forward, there is one caveat. This article is a bit advanced.

It is advanced in the sense that, it assumes that you already have a working knowledge of attribution modelling in GA. Attribution modelling itself is quite an advanced topic in GA for many but the present article takes this subject to a new level.

I won’t be explaining the very basics of attribution modelling in the present article. If you are brand new to attribution modelling then read this article first: Beginners Guide to Google Analytics Attribution Modeling.

In order to get the most out of the present article make sure you understand:

Conversion credit calculations for the last interaction attribution model

The last interaction attribution model (also known as the last-touch attribution model) assigns 100% credit for the conversion to the last interaction on a conversion path:

conversion credit distribution last interaction model

Google Analytics uses this model by default for multi-channel funnel reports.

To learn more about the Conversion credit calculations for the last interaction attribution model, check out this article: Last Interaction Attribution Model in Google Analytics Explained

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Conversion credit calculations for the first interaction attribution model

The ‘First interaction attribution model’ (also known as the first touch attribution model) assigns 100% credit for the conversion to the first interaction on a conversion path:

conversion credit distribution first interaction model

To learn more about the Conversion credit calculations for the first interaction attribution model, check out this article: First Interaction Attribution Model in Google Analytics

Conversion credit calculations for the linear attribution model

The linear attribution model assigns equal credit for the conversion to each interaction on a conversion path:

conversion credit distribution linear attribution model

If each users’ interaction is equally important for your business then you can use the linear attribution model.

To learn more about the Conversion credit calculations for the linear attribution model, check out this article: Linear Attribution Model in Google Analytics.

Conversion credit calculations for the position-based attribution model

By default, 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:

conversion credit distribution position based attribution model

To learn more about the Conversion credit calculations for the position based attribution model, check out this article: Position Based Attribution Model in Google Analytics.

Conversion credit calculations for the last non-direct click model

The last non-direct click model’ assign 100% credit for conversions to the last non-direct interaction on a conversion path:

Conversion credit calculations for the last non direct click model

Google Analytics uses this model by default for non-multi channel funnel reports. 

To learn more about the Conversion credit calculations for the last non-direct click model, check out this article: Last Non-Direct Click Attribution Model in Google Analytics.

Conversion credit calculations for last Google Ads click model

The last Google Ads click model assigns all the credit for conversions to the last Google Ads click on a conversion path:

Conversion credit calculations for last Google Ads click model

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

To learn more about the Conversion credit calculations for the last Google Ads click model, check out this article: Last Google Ads Click Attribution Model in Google Analytics.

Conversion credit calculations for time decay attribution model

The ‘Time Decay attribution model’ assign more credit to the interactions which are closest in time to the conversion.

This model takes ‘half-life in exponential decay’ into account while calculating conversion credit distribution.

half-life

To learn more about the Conversion credit calculations for the time decay model, check out this article: Time Decay Attribution Model in Google Analytics.

Conversion credit calculations for the data-driven attribution model

The data-driven attribution (DDA) model is an algorithmic attribution model.

It uses data modelling in which predictive algorithms are used to determine marketing touchpoints (both online and offline touchpoints) which should get more conversion credit than others.

Consequently, the conversion credit distribution for a DDA model cannot be demonstrated manually. 

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

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 on Attribution Modelling

  1. How to analyse and report the true value of your SEO Campaign
  2. How to valuate Display Advertising through Attribution Modelling
  3. Understanding Shopping Carts for Analytics and Conversion Optimization
  4. 6 Keys to Digital Success in Attribution Modelling
  5. Google Analytics Attribution Modeling Tutorial
  6. How to Measure and Improve the Quality of SEO Traffic through Google Analytics
  7. How to explain attribution modelling to your clients
  8. Default and Custom Attribution Models in Google Analytics
  9. Understanding Missing Touchpoints in Attribution Modelling
  10. What You Should Know about Historical Data in Web Analytics
  11. Model Comparison Report Explained in Google Analytics Attribution
  12. Data-Driven Attribution Model in Google Analytics – Tutorial
  13. Conversion Lag Report Explained in Google Analytics Attribution
  14. Selecting the Best Attribution Model for Inbound Marketing
  15. How to do ROI Analysis in Google Analytics
  16. Conversion Credit Models Guide – Google Analytics Attribution
  17. Introduction to Nonline Analytics – True Multi Channel Analytics
  18. Conversion Types Explained in Google Analytics Attribution
  19. Attribution Channels Explained in Google Analytics Attribution
  20. Differences Between Google Attribution & Multi-Channel Funnel Reports
  21. Introduction to TV Attribution in Google Analytics Attribution 360
  22. Conversion Credit Distribution for Attribution Models in Google Analytics
  23. Conversion Paths Report Explained in Google Analytics Attribution
  24. Attribution Model Comparison Tool in Google Analytics
  25. Touchpoint Analysis in Google Analytics Attribution Modelling
  26. Attributed Conversions & Attributed Revenue Explained in Google Attribution
  27. Which Attribution Model to use in Google Analytics?
  28. Google Attribution Access and User Permissions – Tutorial
  29. Conversion Path Length Report Explained in Google Analytics Attribution
  30. How to set up a data-driven attribution model in Google Analytics
  31. View-Through Conversion Tracking in Google Analytics
  32. Offline Conversion Tracking in Google Analytics – Tutorial
  33. How to Create Custom Attribution Model in Google Analytics
  34. 8 Google Analytics Conversions Segments You Must Use
  35. You are doing Google Analytics all wrong. Here is why
  36. How to Use ZMOT to Increase Conversions and Sales Exponentially
  37. Connected Properties Explained in Google Analytics Attribution
  38. Marketing Mix Modelling or Attribution Modelling. Which one is for you?
  39. How is attribution modelling helpful for ecommerce and non-ecommerce websites?
  40. Conversion Time & Interaction Time Explained in Google Analytics Attribution
  41. How to Allocate Budgets in Multi Channel Marketing
  42. How Does Attribution Work?
  43. Data-Driven Attribution Model Explorer in Google Analytics
  44. Introduction to Attribution Beta – Attribution Project in Google Analytics

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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.

About the Author

Himanshu Sharma

  • Founder, OptimizeSmart.com
  • Over 15 years of experience in digital analytics and marketing
  • Author of four best-selling books on digital analytics and conversion optimization
  • Nominated for Digital Analytics Association Awards for Excellence
  • Runs one of the most popular blogs in the world on digital analytics
  • Consultant to countless small and big businesses over the decade
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