Attribution models are rules that determine how sales/conversion credit is assigned to touchpoints in a conversion path. Rather than just giving credit to the final interaction, attribution models can give credit to different touchpoints (the first, penultimate etc) which ultimately led to the final conversion.

In sports, the credit is often given to the player who scores the goal, but credit can also be given to the player who assisted the goal and helped set it up. Attribution models can be thought of in a similar way, by giving credit to the process/interaction that caused the conversion 🎯

But what are the different attribution models and how can they be used to collect data and understand how your ads perform?

Different Types of Attribution Models

There are six main types of Attribution Models used in Google Ads but how do they differ and what are the benefits of using the different types?

What's The Best Attribution Model For Your Business? | SEO Sydney

Source: SEOSydney

Last Click Model: The last click model gives all the credit to the action closest to the conversion. This helps to show the specific action/channel where the conversions are coming from.

First Click Model: First Click Model gives the credit to the very first interaction which ultimately leads to a conversion. This can help collect data about how to collect new customers and where they come from when they join the conversion path.

Linear Model: The linear model evenly distributes credit to all actions in the conversion path. This helps to measure all elements of the conversion model holistically.

Position-based Model: The position-based model combined the first and last click model, giving them the main credit, but also the interactions in between some credit as well. This gives you insights about acquiring an audience and getting conversions while also measuring the intermediate steps.

Time Decay Model: The time decay model increases the credit for actions that drive a customer closer to causing a conversion. This measures and gives credit to all actions, prioritising the more effective ones.

Data-Driven Model: With the Data-Driven Model automatically chooses how much credit to give for each action based on your conversion goals. It uses algorithms to decide how much weight to give so that you don't have to.

All these models are extremely effective and provide a lot of insight and understanding into your ads and campaigns so that you can continue to optimise them and make them more efficient.

If you would like to learn more about Attribution Models please speak with a member of our team and contact us at and we'll be sure to help 🚀

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