Advertisers are accustomed to the way in which Google AdWords attributes conversions to the last ad click a consumer has made before completing his conversion. But what if there were a way to take into account all of a user’s interactions with your ads leading up to that conversion? More than ever, today’s consumers are researching and interacting on different devices before they take that final conversion action. Research shows that while the vast majority of conversion actions take place on desktops, many consumers conduct research on their mobile phones or tablets prior to purchasing. AdWords has now introduced new attribution models that can go beyond last-click measurement. These new models can offer insight into your customer’s actions before that final conversion action and allow you to bid more efficiently. AdWords now offers six different attribution models:
- Last Click Attribution (the current default) – Gives all credit for the conversion to the last-clicked keyword. This is most effective for those with the most conservative growth strategies.
- First Click Attribution – Gives all the credit for the conversion to the first-clicked keyword. This is the most growth-oriented strategy.
- Linear Attribution – Distributes the credit for the conversion equally across all clicks on the path. For a moderate growth strategy.
- Time Decay Attribution – Gives more credit to clicks that happened closer in time to the conversion. For a conservative growth strategy.
- Position-Based Attribution – Gives 40% of the credit to both the first- and last-clicked keyword, with the remaining 20% spread out across the other clicks on the path. For a growth-oriented strategy.
- Data-Driven Attribution* – Gives credit to the clicked keywords based on how imperative they were in the conversion process. This is based on the account’s performance.
*Note: only accounts with 800+ conversions and 20,000 clicks in a 30-day span to qualify to use this type of attribution.
Choosing the right attribution model will help you put the performance of different keywords into the proper perspective. This will give you a truer sense of the value of a keyword and allow you to have more insight when setting bids on that keyword. You may also discover that keywords used earlier in the conversion process have more influence than you realized, which can help you avoid pausing or underbidding on these keywords.