An attribution model is designed to help advertisers assign credit or responsibility for a conversion back to a marketing campaign. Attribution modeling can be found in both Google AdWords & Google Analytics. Both options provide valuable information, however they operate very differently. Manipulating the attribution model should provide a new or at least more accurate perspective of how your marketing campaigns are performing.
If all of this information is new to you, then it’s likely that you’re viewing data set to the “last click” or “last interaction” model – because that is the default. Let’s do a brief overview of the available attribution models and which platform they’re in.
A common question is “Which attribution model is the best and should I change mine?” There is no generic “best” model. It’s important to remember that numbers tell a story and attribution models are designed to change how the story is read. Before deciding on which model you would like to use follow these steps.
- Determine the business goals
- Create a marketing strategy
- Research the available attribution models
- Based on the business goals and the marketing strategy pick the model best suited to tell your business’s story
If you have any questions, feel free to leave a comment below or if you want to know how to best track your business marketing goals, request a Free Marketing Analysis and we’ll give you our expert opinion.