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Google Ads Tutorials: Changing attribution models & understanding reporting

Google Ads Tutorials: Changing attribution models & understanding reporting


[light music] Non-last-click attribution models
in Google Ads help you understand your customer’s
full Search journey, so that you can drive
better performance through data On a last-click
attribution model, all conversion
credit is given to the last Search ad that a
customer clicked before converting. This ignores the increasingly complex
and multi-touch nature of customer’s Search journeys. Non-last-click models attribute
credit to all clicks throughout a customer’s conversion path on
the Search and Shopping network. Understanding the value of all
clicks for Search and Shopping provides you with the data you
need to make informed optimization decisions. There are several attribution
models available within Google Ads: five so-called rules-based models
and one data-driven model. Data-driven attribution is the
recommended model for all eligible advertisers. Powered by dynamic algorithms,
it uses your account data and Google’s
machine learning capabilities to determine which ads,
keywords, and campaigns have the greatest
impact on your business goals. To opt-into
data-driven attribution, your account must have at least
15,000 clicks on Google Search and 600 conversions for a
conversion action in the last 30 days. If data-driven isn’t
available in your account, choose one of the rules
based multi-touch attribution models. The rules based models include
time decay, linear, and position-based. Time decay gives more
credit to clicks that happened closer in
time to the conversion. Linear distributes
conversion credit equally across all clicks on the conversion path. Position-based gives 40% of
credit to both the first-and last-clicked ads and corresponding keyword, with the remaining 20% spread out
across the other clicks on the path. When choosing your attribution model,
think about your marketing objectives. Are you trying to find growth
through acquiring new customers? If so, consider the position-based model. Are you currently a market
leader or new to the market? Is there low or high
competition within your industry? Ensure that your non-last-click attribution
model best meets your business goals. Attribution models are set
at the conversion action level. To switch from a last-click to
non-last-click attribution model, view a conversion action
and click “Edit settings”. Select “Attribution model” and choose from the models
in the drop down menu data-driven attribution, or one
of the rules-based models: linear, time decay, or position-based. The drop down menu will show all
the models your account is eligible for. To benefit from
non-last-click attribution, it’s important to understand
how to read the data. The value in your conversion
columns will change moving forward as conversions are credited
across keywords, ad-groups, and campaigns that received
clicks along the conversion path. Your performance will not improve
until you take action on the new data. After you’ve switched to a
non-last-click attribution model it’s important that you look
at an appropriate time range when analyzing your Google Ads data. If you only look at the most recent days, it may appear like your
conversions are decreasing, but this is a result of consumer
behavior and your conversion Time Lag. For example, conversion credit
that would only be attributed to Saturday on a last-click model, is attributed to all
of the clicks throughout the conversion path Monday, Wednesday, Thursday,
and Saturday that weeks This may appear as a decrease
in conversions if you’re looking at Saturday’s data on Sunday, but as time goes on and
more customers convert, Saturday will continue to
receive credit for conversions that take place on
the following Tuesday and Wednesday. After one or two
conversion cycles, the conversion credit
for Saturday will normalize. To understand your
customer conversion cycle, look at the Time Lag
report to see how many days it takes the average customer
to convert after their first click on your ad. This is how many days
you should always exclude from your reporting
when analyzing performance. For example, if the average conversion
Time Lag is about 4 days long, analyze days 1 to 30 from
month one on day 5 of month two. When you switch attribution models, any new conversions will be attributed
based on your chosen model in both the “All Conversions”
and “Conversions” column. Since switching attribution
models will not adjust your historical data, you can use the conversions
“Current model” column to understand historical performance
after an attribution model change. This way you can still compare
account performance from month to month, or year to year. When comparing time periods before
or during the attribution model change, always use the “Current model” column. For more step-by-step videos on
Google Ads implementation and optimization, check out Google Ads Tutorials. If you have any questions,
or for more information please visit Google Ads Help [music continues]

11 thoughts on “Google Ads Tutorials: Changing attribution models & understanding reporting

  1. I use 500 INR in adsense account ,but there is only 390 views in my youtube video. Did i had done something wrong ???😢

  2. I’m just getting started learning about online advertising and the idea that ad spend can be conversion based rather than click based is really interesting, as is the idea of multi-stage attribution models for conversion since that seems very much in keeping with what actually happens during a real-world conversion. If Google was the entire online universe, this would make proper compensation for one’s ad spend very simple. However, what happens if you have not only the Google tracker on your pages, but also the Facebook tracker (and the LinkedIn tracker and the Twitter tracker and the Bing tracker etc…) and a converting user visited locations covered by multiple sources during the conversion window? What keeps who is compensated how much for each conversion straight and, more pointedly, prevents an advertiser for paying multiple parties the full price EACH for a SINGLE conversion? Maybe this isn’t just a Google question, but if Facebook and Google both consider themselves “responsible” for a conversion (and bill accordingly) that seriously changes the dynamics of the entire CPA/CPC advertising model. Even in a multi-stage attribution model, what if Google and Facebook disagree on how much of the conversion they are each responsible for (and I’m not meaning to pick on Google and Facebook, but they’re the two biggest players) and how much the advertiser is billed by each party for each conversion? Has anyone experienced this or is there a control in place keeping this straight that I’m not aware of?

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