What are the attribution models?
Before I talk about attribution models, I'll remind you what they are: 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 meets an objective within a website, and that generates success for the business. For example, a sale, filling out a form or downloading content.
[Tweet “An attribution model is the process by which credit, or value, is given to each action that leads to a conversion”]
Attribution models will help you understand whether your online advertising and business marketing strategies are working properly.
With the new Google Adwords attribution changes, Google introduced 5 default attribution models to evaluate the impact of advertising and digital marketing on conversions. Let's see.
This is one of the Google Adwords 2018 attribution changes, it works completely differently than the default one: It assigns all the credit to the first interaction, that is, it attributes 100% of the conversion value to the first click or channel with which the customer has interacted, and the rest disappears from the results.
This model has the same disadvantages as the last click outlook email lists model, as it does not accurately reflect what is happening.
What is it for? It can be very useful if you are looking to expand your database with new potential customers. In addition, it is recommended that you use it if your brand is not very well known.
It also serves to establish the keywords with which your prospects will identify your brand.
Linear:
The linear model is another of the attribution changes in Google Adwords 2018. It involves assigning the same value for conversion to each channel with which the customer interacts until the conversion is made; that is, the last click receives the same credit as the first.
What is it for? It is useful if you want to evaluate the relationship between customer contact and the prominence of your brand throughout the sales cycle.
Furthermore, the model is useful if you want to get as much information as possible about each keyword, and can be particularly interesting if you work with long-tail terms.