Attribution models in Google Ads

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Nowadays, it is very difficult for a user to buy our product or service the first time they interact with our website. The most normal thing is that this objective is achieved through different interactions, possibly using different devices, different channels and even searching for different keywords. That is why it is so important to choose an attribution model in Google Ads that gives the credit it deserves to each of these interactions or impacts.

Google Ads allows for several different predefined attribution models, so you're sure to find one that suits your business. The attribution model is set up at the conversion type level, so you can put a different attribution model on each conversion you create, depending on the characteristics of that conversion.

We will explain all the Google Ads attribution models, with their pros and cons, and it will be up to you to choose the one that best suits you.

If you like, you can watch the information in this article in video format:

ATTRIBUTION MODELS IN GOOGLE ADS Learn in a practical way
Table of Contents
Last Click Attribution Model
First Click Attribution Model
Position Based Attribution Model
Data-Driven Attribution Model
Time Decay Attribution Model
Linear attribution model
Conclusions
Last Click Attribution Model
In the last click model, 100% of the conversion is attributed to the user's last interaction with the website, so all other interactions do not earn any credit. It is the default model, but we consider it one of the least suitable models for measuring conversions, as it is very detrimental to all those prospecting or category campaigns that generate visits but not sales.

It is also a model that is very detrimental to non-remarketing display campaigns, jewelers email database since in most cases, these campaigns serve to generate traffic and raise awareness of the brand, but not to generate final conversions.

It is considered the most conservative model, since it does not serve for

This is the model used by Analytics, so if you import conversions from this platform to Google Ads and choose this attribution model, you will not have any problems with duplicate conversions.

Last Click Attribution Model Chart
First Click Attribution Model
It is the same as the previous model, but in this case, 100% of the conversion credit goes to the first interaction. It is a much more aggressive model, as it favors those campaigns that we have for prospecting or searching for new clients, and on the other hand, it greatly harms more transactional or long-tail keywords, to which it does not give any value.

We consider this to be a highly inadvisable attribution model due to the amount of information it does not take into account, so unless your business objective fully adapts to the characteristics of this model, choose a more comprehensive one.

First Click Attribution Model Chart
Position Based Attribution Model
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In the position-based model, the conversion is distributed among all channels. The first and last channels take 40% of the conversion value, and the remaining 20% ​​is distributed among the other channels.

We consider this model to be very complete, as it takes into account all interactions, and still gives more value to both the first and the last. If you don't have enough data to move to Data Driven, this model is probably the best.

Position Based Attribution Model Chart
Data-Driven Attribution Model
The Data Driven model is the most accurate and detailed, as it allocates the conversion based on historical data for that conversion action, which requires a certain amount of data to be as accurate as possible. Data-driven attribution takes into account all clicks your ads receive on the Google Search Network. Like the other models, it has both pros and cons.

One of the advantages is that it is a very dynamic model since it includes all the consumer processes. As a disadvantage, as we have mentioned before, it requires a very large database, which means that not all accounts can use it. Another problem is that you do not control the value given to the interactions, but rather it is Google that decides.

Data Driven Attribution Model Chart
Time Decay Attribution Model
This attribution model takes into account all interactions, but touchpoints closest in time to the time of the sale or conversion get the most credit.

This type of model is interesting to use for accounts that run promotions or short-term campaigns. It is quite conservative as it gives little credit to the first impressions.

Time Decay Attribution Model Chart
Linear attribution model
The linear attribution model, unlike other attribution models, equally assigns the conversion to all the channels that were used to reach the conversion. One disadvantage of using this type of attribution is that it is not known which channel or channels were responsible for providing the most value in the conversion process.

This model is well suited to types of businesses that require a constant and sustained impact on the user over time, so that each of these impacts has the same value. If your business does not have these characteristics, this is a highly inadvisable model, since in the vast majority of businesses, not all impacts provide the same value.

Time Decay Attribution Model Chart
Conclusions
Attribution models help us to evaluate all those interactions that have generated a conversion, so it is very important that you carefully choose each of the models for each of your conversions, in order to grow your business in the best way.