What Are Attribution Models?

Attribution models determine how credit for a conversion is distributed across the various interactions a customer has with your ads before completing a purchase or other desired action. Instead of simply giving all the credit to the last click, attribution models consider the entire path a customer takes.

Available Attribution Models in Google Ads

Google Ads offers several attribution models, each with its own method of assigning conversion credit.

Last Click: This model gives 100% of the conversion credit to the last clicked ad. It's the default model and the simplest to understand, but it ignores all the previous interactions that led to the final click.
First Click: This model gives 100% of the conversion credit to the first clicked ad. It's useful for understanding which ads initially introduce customers to your brand.
Linear: This model distributes the conversion credit equally across all clicks on the path. If a customer clicked on three ads before converting, each ad would receive 33.3% of the credit.
Time Decay: This model gives more credit to clicks that happened closer in time to the conversion. Clicks closer to the conversion get more credit than those further away. Credit is distributed using an exponential decay curve.
Position-Based (U-Shaped): This model gives 40% of the credit to both the first and last clicked ad, and the remaining 20% is distributed evenly among the other clicks on the path. It values both the initial introduction and the final conversion click.
Data-Driven: This model uses machine learning to analyze your account's conversion data and determine the actual contribution of each click in the conversion path. It considers various factors to calculate the optimal credit distribution. This model requires a significant amount of data to function effectively.

How to Choose the Right Attribution Model

Selecting the right attribution model depends on your business goals, customer behavior, and the amount of data you have available. Here’s a step-by-step guide to help you make the right choice.

Understand Your Business Goals

Are you focused on brand awareness? If so, the First Click model might be useful.
Are you focused on driving immediate sales? The Last Click model might seem appealing, but it could be misleading.
Do you want a balanced view of all touchpoints? Consider Linear or Position-Based models.

Analyze Your Customer Journey

Consider how customers typically interact with your ads before converting.
Are there multiple touchpoints, or is it usually a straightforward path?
Use the "Path to Conversion" reports in Google Ads to visualize the customer journey.

Consider Your Data Availability

The Data-Driven model requires a substantial amount of conversion data to provide accurate insights. If you don't have enough data, consider other models.

Test Different Models

Use the "Model Comparison" tool in Google Ads to compare how different models attribute conversions.
Run experiments to see how changing the attribution model affects your bidding and overall campaign performance.

Start with a Balanced Model

If you're unsure, start with the Linear or Position-Based model. These provide a more balanced view of the customer journey than Last Click or First Click.

Transition to Data-Driven

As your conversion data grows, consider switching to the Data-Driven model for more accurate and customized attribution.

How Attribution Models Improve Conversion Tracking

Attribution models enhance conversion tracking by providing a more comprehensive understanding of which marketing efforts are driving results.

More Accurate Insights: By distributing credit across multiple touchpoints, attribution models provide a more accurate picture of which ads, keywords, and campaigns are contributing to conversions.
Better Optimization: With a clearer understanding of the customer journey, you can optimize your campaigns more effectively. For example, you might discover that certain keywords are great at introducing customers to your brand, even if they don't directly lead to the final conversion.
Improved Bidding Strategies: Attribution data can inform your bidding strategies, allowing you to allocate your budget more efficiently. You can increase bids on keywords and campaigns that are shown to be valuable touchpoints in the conversion path.
Enhanced Reporting: Attribution reports provide detailed insights into the customer journey, helping you understand how different marketing channels work together to drive conversions.
Data-Driven Decisions: Attribution models provide the data you need to make informed decisions about your marketing strategy. Instead of relying on guesswork, you can base your decisions on concrete data about how customers are interacting with your ads.

Implementing Attribution Models in Google Ads

Access Conversion Settings:

Sign in to your Google Ads account.
Navigate to "Tools & Settings" and select "Conversions."

Choose an Attribution Model:

Select the conversion action you want to edit.
Click "Edit Settings."
Expand the "Attribution model" section.
Choose the attribution model that best fits your needs.

Evaluate and Adjust:

Regularly review your attribution reports to understand how your chosen model is impacting your campaign performance.
Be prepared to adjust your attribution model as your business goals and customer behavior evolve.

By carefully selecting and implementing the right attribution model, you can gain valuable insights into your customer journey, optimize your campaigns for better performance, and drive more conversions.

How to pick Google Ads Attribution Model

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