How Attribution Model Helps You In Planning Your Digital Marketing Plan

In this article, we will see how the attribution model helps you in creating the digital marketing plan for your organization or as an agency.

What is the attribution model?

Based on the google ads definition, the attribution model. When a consumer completes the transaction or performed any event on your website it is from the multiple advertisements campaigns. Sometimes people may find our websites on social media platforms, do organic searches, clicked on your advertisement campaigns, Directly visited your website or visit through some referrals. We need to focus on every digital marketing channel for maximum conversion and brand visibility. We can track each and every aspect of the consumer journey through google Ads and through google analytics in the attributes section.

Google ads attribution measurement

This will help the advertisers and the agency to focus not only on the particular channels or medium. And we can analyse and make data-driven decision making on which medium gives us the maximum support for conversions.

Types of attribution models:

Based on the sources from the google ads, we can see that there are six attribution models for analysis.

First Click:

In this model, 100% of the clicks/conversion rate goes to the first click keyword and no more attributes were allocated to the other keywords/platform.

Last Click:

In this model, 100% of the clicks/conversions go to the last keywords in the list and no more attribute was allocated to any other platforms.

Time Decay:

In this model, most of the credit goes to the closed path in the conversation. For example, if a person clicks the ads before 30 days it has a very low conversion rate compared to the direct click that gets the conversion. In this case, based on the recency, google will provide the attribution credit for the keywords/channel. This is also one of the best methods we can choose for the analysis of the paths and how the credit was distributed.

Liner Click:

The credit for the clicks is equally attributed to the conversion. For example, if I have searched for the keyword “hotel in Chennai”, “best hotels in Chennai”, “start hotel in Chennai” and finally I have clicked the google ad “5-star hotel in Chennai” then the credit will be given to all the keyword that gives the credit.

Position-Based:

Google ads will give 40% credit to the first and the last clicked ads on the keyword that triggered those ads. The remaining will be given across all the clicks in the path.

Data-Driven Model:

In this model based on the previous conversions on all the google ads, the credit will go. This is the best practice in the real world and for this attribution model, we need some data based on the conversion in their accounts. This will generate the attribution solely based on our account. This will be more accurate than any other attributes and it is highly recommended in all models.

In the attribution overview in google ads, we can see the attribution overview based on the types that we have discussed above.

In google analytics, we can able to see the top conversion path for our campaigns and which contributed more to the conversions.

Google Analytics

Assisted Conversion Ratio:

We can also analyse the rates based on the Assisted vs the last click conversion for our analysis. This value needs to be closer to one.

Assisted / Last Click or Direct Conversions

Google analytics Assisted Conversion Ratio

Based on all the parameters discussed above we can finalize that the attribution model will help the organization/agencies to make a valid data-driven decision in terms of planning for future campaigns.

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