When it comes to PPC, there is no one person who knows all the intricacies of every platform like the back of their hand. I’ll admit, as a seasoned Google Ads vet, attribution models has been my weak point in terms of expertise—up until recently.
Even the most advanced PPC experts can get tripped up when it comes to attribution modeling. I’ll bet there’s plenty of questions popping up with this change, so let’s address a few:
- What is changing about attribution modeling in Google Ads?
- What are the current attribution models available to advertisers?
- What action should advertisers take regarding their own attribution model?
Google announced on September 27 that it is changing the default attribution model for all new conversion actions in Google Ads, from last-click attribution to data-driven attribution (DDA). In addition, it is removing any previously required data minimums for DDA attribution modeling and making it available for more conversion types, including in-app and offline conversions.
Data-driven attribution modeling is the new default
The above point drives home the fact that DDA looks at various historical data points to know when an interaction is actually meaningful. In contrast, last click reporting is black and white.
A brief refresher on attribution models
For example, a DDA conversion might be reported as 1.5 conversions within the conversions column, while a last click conversion will would just consider it one single conversion.
You may not see the change right away
Whether you’re more comfortable with one over the other as your default model is totally your call. It depends on your personal advertising goals, as well as your conversion tracking set up and what makes sense to your business to report on.
- Last click: credits a conversion to the final ad and corresponding keyword a user clicked on when they finally converted.
- First click: credits a conversion to the very first ad (and corresponding keyword) a user sees.
- Linear: credits a conversion evenly across all interactions involved with a customer’s path.
- Time-decay: credits a conversion to ad interactions that happened closer in time to the actual conversion.
- Position based: credits 40% of a conversion to each the first and last click, and 20% to the rest of the interactions.
- Data-driven: credits each conversion differently, because it looks at tons of different data signals that make up each conversion action.