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What do you need to know about attribution models?
Attribution models are used in data analysis to properly measure the effects of marketing campaigns. This element is perfect for studying the conversion rate in Google Analytics and Google Ads. Thanks to attribution models, marketers as well as SEO and SEM specialists are able to thoroughly examine the customer’s purchasing path. This is very important, especially when measuring the effectiveness of advertising campaigns. A misconfigured attribution model can cause data to be misread, with fatal consequences in the future.
How to use attribution models in Google Ads?
The customer’s shopping paths, even the simplest ones, can differ significantly from each other. A customer can visit your store through a search ad, but will not make any purchase. Then it will come back to you but searching for a different keyword. He won’t spend his money again. After some time, he will start browsing the available products again, this time he will make a transaction. In this case, what will the conversion and effectiveness of your advertising campaign look like? It depends on the exact attribution model you use. Google Ads sets the “Last click” variant by default, so in our example, it will convert the last action that the customer took. The last keyword will be effective, not the previous two. However, if you get to know the most importantmessages on attribution models , you will learn to compare and modify data to better interpret the customer’s purchasing path.
You can compare individual attribution models with each other. How can this be done? First, open the Google Ads admin panel. Then, in the upper right corner, click the “Tools and Settings” icon and then go to the “Attribution” tab. On the left side you will find the words “Model comparison” and this is where you can manage your ad campaigns. You will learn about the types of attribution models later in this article. When you get to know them a bit better, you can easily verify conversion data and also explore your customers’ shopping paths.
Attribution models – types
We present all attribution models and information about them. You can use them freely to analyze the effectiveness of the advertising campaign and the degree of achievement of business goals. Many websites use Google Ads, not only e-commerce stores. No matter what specific industry you operate in – different attribution variants are simply worth knowing when implementing advertising campaigns.
First, let’s give an example, and then we will verify it by comparing different schemes. Imagine you are running an online store. A potential customer searches for such phrases in the search engine:
- Wireless keyboard
- Black wireless keyboard
- Black backlit wireless keyboard
Each time a user opens your website, but only after the fourth, i.e. last attempt, does he / she buy a product. Now you will learn about different attribution models and how the effectiveness of your advertising campaign will be presented based on the presented example.
The default and most popular attribution model, i.e. Last click . According to Google, this is the most conservative method of studying effectiveness. Works well for most advertising campaigns. The last click assumes in advance that the most important stage of the shopping path is the final process in which the customer places the order. The conversion is attributed to the most recent ad and its associated keyword phrase. How efficiency would be compared to the example cited by us? An ad with the words “Black Backlit Wireless Keyboard” would be considered convert, while the other three would not.
As the name suggests, this attribution model awards a conversion to the ad that was first clicked. This is a development-focused variant often used in e-commerce. Coming back to our example, this model converts the ad that appears to the phrase “Keyboard” while the others are ignored.
The most moderate model is the linear variant. In this case, every action on the customer’s purchasing path matters. The conversion is attributed to all ads, so any of the four sample phrases would work. This makes sense, because the last or first click might not have prompted the user to make a purchase. After visiting the store, the customer was able to think about what exactly he wants to buy and whether it will be profitable. Then he returned to get to know the offer better. The linear model shows this tendency very well.
Decrease in share over time
This is a slightly more complicated but also frequently analyzed attribution model . The performance share is attributed to the ads that the customer visited for the shortest time before conversion. This means that in the case quoted by us, the phrase “Black backlit wireless keyboard” will have the greatest meaning, while the word “Keyboard” will be the smallest. This is a conservative approach with advantages and disadvantages. If the user visits the store several times through Google Ads, and the last entry ends with making a purchase, the internet user could actually make this decision much earlier, only postponing the transaction. After a while, he searched for a specific (or similar) phrase again and then visited the store to purchase the product he needed.
Search engine position is important. Therefore, a special attribution model was prepared to analyze effectiveness in this respect. How it’s working? The system automatically assigns 40% of the conversion to the first and last ad. The rest remains an equal split of the last 20%. It is a development-based model that, in the case of stores and websites, shows in an interesting way all collected information on shopping paths.
Based on the data
The last attribution modelwhich analyzes the effectiveness of your advertising campaigns. This concept is quite specific and used less frequently than the others. However, this does not mean that it is not worth being interested in. On the contrary. If your Google Ads account has a large amount of data, this model can be really interesting. What are the requirements for using data-driven analytics? It is necessary to accumulate a minimum of fifteen thousand clicks in the search engine and 600 conversions during the month. Admin loses access to this attribution model when ad clicks drop to less than 10,000 in 30 days, or conversions are less than 400. According to many SEO and SEM experts, this attribution model is able to show the exact conversion rate individual ads.
Why is it worth testing attribution models?
If you already know the basic news about the Attribution Model , you must mention the most important advantages of this solution. First of all, a proper comparison of all variants will allow you to better implement your advertising campaign. Then, customer acquisition will be much easier and faster, and the prepared materials will be tailored to the needs of potential consumers. By using individual bidding, attribution modeling will allow you to better align your budget with your ad campaign.
It is much easier to reach customers at an early stage of the shopping path, so instead of unnecessarily lengthening it, it will be shortened and the transactions and conversions will be faster. While the Last Click model is the default model , it may not fit some ad campaigns. Depending on the type of business you run, use appropriate attribution. Then you will better match the offer to your customers.
When discussing the different models, it’s worth mentioning one handy trick. By comparing the Last Click and First Click models, you can verify which keywords start the shopping path but are underrated. Thanks to this method, you will succeed in getting more customers, especially if you want to maximize the effectiveness of your Google Ads campaign. Do not wait, just log in to your administration panel and start comparing individual attribution models to best adapt your ads to the needs of users!
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