Choosing the Right Attribution Model

Best Attribution Model for your campaign: An attribution models helps in determining, which campaign should gain the credit for the conversion.

Google Ads:

	Model	Description	Growth strategy
	Last-click (DEFAULT)	Gives all credit for the conversion to the last-clicked keyword	Most conservative
	First click	Gives all credit for the conversion to the first-clicked keyword	Most growth-oriented
	Linear	Distributes the credit for the conversion equally across all clicks on the path	Moderate
	Time decay	Gives more credit to clicks that happened closer in time to the conversion	Conservative
	Position-based	Gives 40% of credit to both the first- and last-clicked keyword, with the remaining 20% spread out across the other clicks on the path	Growth-oriented
	Data-driven	Gives credit to clicked keywords based on how imperative they were in the conversion process	Based on account’s performance

Data-driven attribution, or rules-based attribution model

Setting Attribution in Facebook attribution models:

• Even Credit
• Last Click or Visit
• Last Touch
• Positional 30%
• Positional 40%
• Time Decay 1-Day
• Time Decay 7-Day