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

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.

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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:

• Different attribution models in Google Analytics
• The concept of touchpoints in Google Analytics

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:

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

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:

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:

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.

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

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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:

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:

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.

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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:

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.

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) that should get more conversion credit than others.

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

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

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