Which Attribution Model to use 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.

In the present article, I will give you some general guidelines, for selecting an attribution model in Google Ads.

#1 When to use the Last Touch Attribution Model in Google Ads?

Use this model, if least amount of buying consideration is involved.

For example, if you are a FMCG (fast moving consumer goods) company like ‘Tesco’ / walmart and you sell products which involves the least amount of consideration by a buyer (like purchasing toothpaste), then you can use the last click attribution model.

This is because you 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 Ads?

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

If you are 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 ad clicks, which initiated the conversion process.

In that case you use the First click attribution model.  

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

#3 When to use the Linear Attribution Model in Google Ads?

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 customers support service then each interaction with your customers is equally important for you.

In that case, use the linear model.

#4 When to use the Time Decay Attribution Model in Google Ads?

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 ad clicks which occurred closest in time to conversions ,as they are more relevant than the ad clicks which occurred further in the past.

In that case, use the Time Decay Model.

In the absence of data driven attribution model, I prefer to use the time decay model.

#5 When to use the Position Based Attribution Model in Google Ads?

If you have a business model or advertising objectives, which value first and last customer interactions more than the middle interactions, then use the Position based attribution model.

#6 When to use the Data Driven Attribution Model in Google Ads?

Use the data driven attribution model, if your Google ads account is consistently getting:

  • 15000 or more ad clicks each month on Google Search.
  • 600 or more conversion actions each month.

If you are still not sure which attribution model to use then compare different attribution models to each other and then determine, how it effects your conversions and cost per conversion.

You can compare different attribution models to each other through ‘Attribution Modelling’ report in Google Ads.

Follow the steps below:

Step-1: In your Google Ads account, click on the ‘Tools’ tab and then click on the Search Attribution’ link under the ‘Measurement’ section:

Step-2: Click on the ‘Attribution Modelling’ link in the left hand side navigation:

Step-3: Compare different attribution models to each other and then determine, how it effects your conversions and cost per conversion:

In the screenshot above, we are comparing the last click model to the data driven model.

Look at the ‘% Change’ column to determine, whether a particular campaign / ad group / keyword is overvalued or undervalued under last click model (or whatever model you select).

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. Cross device attribution reports in Google Ads (Google AdWords)
  3. How to change Attribution Model 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 !!