Google Ads Attribution Models Explained

Google is a powerful tool for all businesses, which is why we’re passionate about helping you get the most from the biggest search engine on the market, such as the features and programs it has to offer.

In this blog post, we’ll provide you with an overview of conversion attribution models and how they can lend a hand regarding marketing and the day-to-day running of your business. By continuing to read, you’ll learn what they are, how your company stands to benefit from implementing Google Ads attribution models, and how you can implement the strategies into your current plan.

At SF Digital, we’re dedicated about all things Google because we understand the impact it can have on your organisation.

Watch our video on Google Ads Attribution models here:

What Are Conversion Attribution Models?

Thanks to the internet, an online user can consume many adverts, some of which are from the same company. Unfortunately, it’s not easy for the business (you) to determine which ads are effective and which require further investment.

Thankfully, Google Ads attribution models provide a solution as they allow you to decide how much weight each ad interaction gets for your conversions. For instance, a hospitality firm may care more about how customers interact with the brand, whereas a travel and tourism enterprise ranks ad interactions on the journey as more important.

Google Ads’ conversion attribution feature gives you the power to choose the interactions and conversions that matter the most.

The Benefits

First and foremost, attribution modelling offers businesses the chance to optimise their marketing campaigns by highlighting how different adverts perform. But, there is more when you delve deeper. It’s tempting to prioritise Google Ads via the “last click” methodology that awards the advert that the user clicked on last as the most important in the process.

Sadly, this isn’t always the case, and your advertising becomes skewed as a result. Conversion modelling encourages you to stop ignoring the adverts along the way by showcasing their importance. This means you can:

  • Reach customers earlier: The earlier you reach shoppers and influence them, the greater the impact.
  • Match your business: By using the right model for your goods and service, you can match your business to an effective process.
  • Improve your bidding: With more knowledge on how your adverts perform and why you can tweak your bids accordingly.

If your evaluation techniques are wrong, it affects all the data you collect and collate. With the help of conversion attribution, your Google Ads campaigns will be more intelligent and interactive than ever.

How To Choose The Best Google Ads Attribution Model

Picking the right attribution model is critical as it dictates how you rank and analyse leads and conversions. There are two main schools of thought – data-driven and rule-based

Data-driven is widely used when businesses have the conversions to qualify. Otherwise, it’s better to go for a rules-based approach. The key is to let the software do the heavy lifting as it will automatically open your eyes to the broad picture. Therefore, there’s no reason to guess and estimate numbers. Entrepreneurs and business owners love turning on the data-driven attribution feature as it does the following:

  • Values all steps on the conversion path
  • Works with automated bidding
  • Also works on short conversion paths
  • Quick and easy to implement

However, you may not have the data to optimise this model. If you don’t, there are tonnes of rule-based strategies that Google Ads offers. We’ve already spoken about one – Last Click – so let’s move onto some more.

  • First Click: The opposite to Last Click, it gives all the credit to the ad and keyword the consumer pressed first.
  • Linear: This ensures that the credit for the conversion is spread equally among the adverts and keywords and phrases.
  • Time Decay: The Time Decay element is where more emphasis is placed on the marketing materials that consumers interacted with closer to the time of the conversion. Rankings are done via a seven-day timeline, which means an interaction one day after conversion would rank twice as high as an interaction eight-days after the fact.
  • Position-based: 20% of the credit goes to the interactions within the middle sections, with the other 80% split evenly between the first and last ad interactions.

The decision is yours, yet a smart move is to use the data-driven option if your conversions qualify.

Setting Up Google Ads Attribution Models

We know that Google Ads’ features are sometimes hard to understand. That’s why SF Digital is happy to simplify the journey. By contacting us today, you can gain access to these incredible programs, as well as much more.

For more information on Google Ads Attribution Models please visit the Google Support Centre:

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