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:

 ModelDescriptionGrowth strategy
Last-click (DEFAULT)Gives all credit for the conversion to the last-clicked keywordMost conservative
First clickGives all credit for the conversion to the first-clicked keywordMost growth-oriented
LinearDistributes the credit for the conversion equally across all clicks on the pathModerate
Time decayGives more credit to clicks that happened closer in time to the conversionConservative
Position-basedGives 40% of credit to both the first- and last-clicked keyword, with the remaining 20% spread out across the other clicks on the pathGrowth-oriented
Data-drivenGives credit to clicked keywords based on how imperative they were in the conversion processBased 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

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