Ready for Google Adwords attribution changes?

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When you run or participate in an online business, it is essential to know about Google Adwords, one of the main SEM platforms in the world, and how its use can contribute to the success of the brand. Below we present Google's attribution models and their new and interesting modifications!

1. Attribution models: Concepts and characteristics
Google Adwords Attribution Changes

An attribution model is the process by which credit is given, or value is given, to each action that leads to a conversion, understanding conversion as each activity that fulfills an objective within a website, and that generates success in a business. For example, a sale, the filling out of a form or a download of content. In this way, you can know if the o hungary mobile database nline advertising and marketing strategies of the business are working correctly.

To assign this value, attribution models follow guidelines that depend on the model to be used, for example: the last-click attribution model assigns 100% of the conversion value to the click that precedes the expected conversion.

This model does not take into account the rest of the actions that are part of the conversion path, and that in one way or another, have contributed to achieving the conversion.

2. Changes to Attribution Models for 2018


Considering what has been said above about the disadvantages of the last-click attribution model, Google will stop offering this model, replacing it with 5 other alternatives that we will explore below.

The changes in Google Adwords attribution models aim to give users a comprehensive view of the conversion path, so they can assess which actions contribute most to achieving objectives, modify the campaign and make the necessary changes to their Digital Marketing strategy with the aim of obtaining an increasingly higher conversion rate, which translates into a more efficient and successful business.

3. Attribution models 2018


Currently, Google is offering 5 default attribution models to evaluate the impact of advertising and digital marketing on conversions:

First click or first interaction : Attribute 100% of the conversion value to the first click made, or the first channel with which the customer has interacted. For example, when the customer learns about the brand through an advertisement on the web.