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Changing Attribution Models in Google AdWords

Changing Attribution Models in Google AdWords


Hi there! I’m Benjamin from Loves Data and in this
video you’ll learn about changing attribution models in Google AdWords. Every conversion that has been configured
inside Google AdWords (or imported from Google Analytics) allows you to select an attribution
model. This lets you control how credit is given
to your campaigns, ad groups and keywords when the conversion occurs. For example, if someone clicks on two of your
ads using two different keywords – you can choose which of these receives the credit
for the conversion. Let’s get started and look at how we can
change the attribution model for our conversions in AdWords… —— Let’s start by checking the attribution
model that is used for an existing conversion inside Google AdWords. Let’s head to our AdWords account… And we need to click the tools icon… and
then select ‘Conversions’… Now we just need to click the name of the
conversion action we want to check… At the bottom of the settings you can see
that this conversion is using the ‘Last Click’ attribution model. This means that all of the credit for a conversion
will go to the final click on your ad before the conversion occurred. When it comes to attribution for our conversions
inside Google AdWords it’s important to highlight that this is about how credit is
given based on people clicking your ads multiple times. This doesn’t take into account clicks on
your other marketing channels – it’s 100% focused on your AdWords campaigns. So if someone performed a search. Clicked your ad. Then performed another search, clicked another
one of your ads and converted on your website, then the attribution model you use assigns
credit for the conversion based on the keywords, ad groups and campaigns for those clicks on
your AdWords ads. There are 6 different attribution models you
can use for your AdWords conversions. These are… Last click where all of the credit for the
conversion goes to the final keyword, ad group and campaign that someone engaged with. There is first click, where all of the credit
goes to the first keyword, ad group and campaign. Linear, which evenly divides the credit for
the conversion between multiple clicks. Time decay that give more credit to the final
click, but continues to give credit to the preceding clicks. Position based where 40% of the credit is
given to the last click, 40% to the first click and the remaining 20% is divided between
the other clicks on your ads. And if you have at least 15,000 clicks and
600 conversions within the last 30 days, then you can also choose to use the data-driven
attribution model. This model uses Google’s machine learning
to decide how much credit should be assigned to each click. When you’re ready to move beyond last click
attribution, I recommend using the data driven model or if you don’t have enough clicks
and conversions, then time decay is a really good model to use. If you want to learn more about the attribution
you can use with Google AdWords and Google Analytics, then watch my video on attribution
modelling. You can find a link to the video in the description
below. Okay, so now let’s head back into our Google
AdWords account to change the model… We’re still looking at the same conversion
action, so we just need to click ‘edit settings’… And we can then select ‘attribution model’
and we can see that we can change the model used for this conversion. We can select from all of the models we just
covered. And in this account we can see we don’t
have enough clicks or conversions to use the data driven model, so instead I’m going
to select ‘time decay’… Then I can click ‘Save’ and ‘Done’. That’s it! We’ve changed the attribution model for
our conversion! —— You can follow the same steps we’ve covered
for any other conversions you’ve configured inside Google AdWords. And this includes goals and transactions that
you’ve imported from Google Analytics. I also want to highlight that attribution
is only applied to your Search and Shopping campaigns. And I also recommend taking a moment to explore
the attribution reports inside your account. You can find these by clicking the tool icon
and selecting ‘Search Attribution’ under ‘Measurement’. And if you’re just getting started with
AdWords, then watch my video on how to get started and how to track conversions. You’ll find links to these videos and more
in the description below. What attribution models are you using in Google
AdWords? I’d love to know! Let me know in the comments below! And if you found this video helpful, then
please like it, so I know to make more videos like this. See you next time!

6 thoughts on “Changing Attribution Models in Google AdWords

  1. Great content thank you. Question – You mentioned that conversion attribution is only for search and shopping ads. So does that mean remarketing and dynamic remarketing is all last click attribution (ie all of the sale goes to remarketing). And if that is the case, if a user clicks on a search ad, and then clicks on a dynamic ad and converts, does the full conversion go to remarketing and 0 goes to the search ad?

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