Which Attribution Model Should You Use in Google Ads?

By: Jyll Saskin Gales, Google Ads Coach

Tracking the success of your Google Ads campaigns can be complicated, especially when you're running ads alongside other marketing channels. That's where attribution comes in. But what is it, and how does it work?

In this blog post, I'll break down Google Ads attribution, explore different models, and discuss why Data Driven Attribution (DDA) might be the best approach for your business.

What is Attribution? Giving Credit Where Credit's Due

Let's start with the basics: attribution is the process of assigning credit to different marketing initiatives for driving results. Think of it like a hockey game (yes, a sports analogy!). If one player passes the puck to another, who then scores, both players deserve credit for the goal.

Similarly, if a user clicks on a Google Ad, then later converts after seeing a Meta Ad, both platforms played a role in the conversion. But how do we determine who gets the most credit?

Attribution Models: Different Ways to Slice the Pie

There are several attribution models to choose from, each with its own way of assigning credit:

• Last Click: Gives all credit to the last interaction before conversion.
• First Click: Gives all credit to the first interaction.
• Linear: Distributes credit evenly across all interactions.
• Time Decay: Gives more credit to interactions closer to the conversion.
• Data Driven Attribution (DDA): Uses machine learning to analyze both converting and non-converting paths, assigning credit based on the actual impact of each interaction.

Why I Stick With The Default: Data Driven Attribution

While all models have their merits, Data Driven Attribution stands out for its ability to analyze vast amounts of data (using AI, of course) and provide a more accurate picture of how each touchpoint contributes to a conversion.

DDA considers not only the converting paths but also the non-converting ones. This means it can assess the true value of each interaction, even those that didn't directly lead to a sale.

Attribution Windows and Conversion Lag

Deciding how to give credit is just one piece of attribution. Another is pick an attribution window: how much time can pass between when the user encounters your ad and when they convert?

The default in Google Ads is 30 days for clicks, and there's often no need to change it.

The ideal attribution window depends on your business and the typical conversion lag time. If customers tend to convert quickly, a shorter window might suffice. But for businesses with longer sales cycles, a 30-day or even 90-day window is usually more appropriate.

Key Takeaways:

• Attribution is crucial for understanding the impact of your marketing efforts.
• Data Driven Attribution is a powerful tool for accurate credit assignment.
• The ideal attribution window depends on your business and customer behaviour.