Logo Lira
  • Home
  • Services
    • eCommerce PPC Management
    • Shopify PPC Management
    • eCommerce PPC Audit
    • Google Shopping Management
    • Performance Max Management
    • Microsoft Shopping Management
    • Amazon PPC Services
    • Real Estate PPC Management
    • SaaS PPC Management
    • Lead Generation
    • Bing Ads Management
  • Portfolio
  • Blog
  • Resources
    • Library
      • eCommerce
      • SaaS
      • Real Estate
    • Downloads
    • E-commerce Glossary
    • ACOS to ROAS Calculator
    • Shopify Google Shopping Feed
  • About Us
    • Team
    • Google Premier Agency
  • Contacts
Get in touch
Logo Lira
  • Home
  • Services
    • eCommerce PPC Management
    • Shopify PPC Management
    • eCommerce PPC Audit
    • Google Shopping Management
    • Performance Max Management
    • Microsoft Shopping Management
    • Amazon PPC Services
    • Real Estate PPC Management
    • SaaS PPC Management
    • Lead Generation
    • Bing Ads Management
  • Portfolio
  • Blog
  • Resources
    • Library
      • eCommerce
      • SaaS
      • Real Estate
    • Downloads
    • E-commerce Glossary
    • ACOS to ROAS Calculator
    • Shopify Google Shopping Feed
  • About Us
    • Team
    • Google Premier Agency
  • Contacts
Get in touch
  • Home
  • Services
    • eCommerce PPC Management
    • Shopify PPC Management
    • eCommerce PPC Audit
    • Google Shopping Management
    • Performance Max Management
    • Microsoft Shopping Management
    • Amazon PPC Services
    • Real Estate PPC Management
    • SaaS PPC Management
    • Lead Generation
    • Bing Ads Management
  • Portfolio
  • Blog
  • Resources
    • Library
      • eCommerce
      • SaaS
      • Real Estate
    • Downloads
    • E-commerce Glossary
    • ACOS to ROAS Calculator
    • Shopify Google Shopping Feed
  • About Us
    • Team
    • Google Premier Agency
  • Contacts
  • Home
  • Services
    • eCommerce PPC Management
    • Shopify PPC Management
    • eCommerce PPC Audit
    • Google Shopping Management
    • Performance Max Management
    • Microsoft Shopping Management
    • Amazon PPC Services
    • Real Estate PPC Management
    • SaaS PPC Management
    • Lead Generation
    • Bing Ads Management
  • Portfolio
  • Blog
  • Resources
    • Library
      • eCommerce
      • SaaS
      • Real Estate
    • Downloads
    • E-commerce Glossary
    • ACOS to ROAS Calculator
    • Shopify Google Shopping Feed
  • About Us
    • Team
    • Google Premier Agency
  • Contacts
Blog

Home > Google Ads and Google Analytics Attribution Models Guide

AnalyticsGoogle AdsPPC

Google Ads and Google Analytics Attribution Models Guide

October 31, 2022 by Vadim Turinov

This article describes Google Ads and Google Analytics attribution models in detail. After reading you will be able to choose the right attribution model for your advertising strategy and determine which channels or ads result in sales, are worth investing your budget in, and which channels can be dropped altogether.

An attribution model is a principle of distributing conversions, transactions, and their monetary value between their sources.

Contents

  1. Google Ads Attribution Models
    1. Attribution Options
    2. Data-driven Attribution Model: Benefits
    3. Data-driven Attribution Model: Principles
  2. Google Analytics Attribution Models
  3. How to Choose an Attribution Model
  4. Conclusion
  5. FAQ

At this point, we can track a huge amount of data after a user clicks on a Google ad. The data is recorded through the gclid tag that’s added automatically to the ad link, for example:

gclid=Cj0KCQjwnP-ZBhDiARIsAH3FSRcr0LrJXWrRtROUQt9sqMH4Qc0zDN1f_cMaK69FTsIzIM69QxpgCSgaAvXpEALw_wcB

The gclid tag is generated automatically after the ad is clicked on. It sends data to the system, such as the search query, date of the click, data about the ad that was clicked, etc. The information received through the gclid tag will be stored in your browser’s cookie.

Before making a conversion (call, form submission, purchase, and so on), the user can go a long way before that. The user may go from one ad to another, looking for a good deal. Eventually, when the user makes a conversion, the established tracking tag processes the cookie and sends it to the advertising account.

Google Ads Attribution Models

Let’s have a look at the attribution options available in your Google Ads account when setting up conversions.

Attribution Options

Last Click: Assigns all the value for the conversion to the last ad and the corresponding keyword that was clicked.

First Click: Assigns all the value for the conversion to the first ad and the corresponding keyword that was clicked.

Linear: Distributes the conversion value per conversion evenly among all ad interactions along the way.

Time Decay: Assigns more value to advertising actions that occurred closer in time to the conversion. The click value doubles every week.

Position-based: Assigns 40% of the value to the first and the last click, with the remaining 20% distributed among the remaining clicks.

Data-driven: Allocates value per conversion based on the data already collected. It’s different from other models and uses collected data to calculate the actual value of each interaction on the conversion path. Data-driven attribution is used by default for most actions-conversions.

Let’s break down the “Data-driven” attribution model, because it is the most universal. At the moment, this attribution is available for most advertising accounts, including new ones.

You can check the availability of this attribution by clicking on the “Switch to DDA” tab in your Google Ads settings:

Data-driven Attribution Model: Benefits

  1. Provides information on which keywords, ads, ad groups, and campaigns play the most important role in achieving your business goals. Distributes value at a specific point in the customer journey.
  2. Optimizes bids based on account performance data. 
  3. This attribution model is the most versatile and fits most business models.

Watch this video to learn more about using data-driven attribution for Google Search:

Data-driven Attribution Model: Principles

In Google Ads this attribution model follows two principles:

  • The system develops models of conversion probabilities for all transition paths 

It uses data on users who have or have not made a conversion. The system analyzes this data and evaluates how likely a user will make a conversion at a specific point on the path. An attribution algorithm based on the data evaluates each Google ad shown. The result is a model that shows how likely a user is to make a conversion at each waypoint for a given sequence.

  • The system assigns values to all methods of interaction with users

The data-driven attribution algorithm takes into account the sequence in which each mode of user interaction is present and assigns a different coefficient for all transition stages. For example, one model is created for the case where a display of a media ad precedes a Google Search ad, and if they are in reverse order, a different model is used.

These principles also allow you to connect a “Data-driven” attribution model for new accounts without accumulated data.

Here’s a great example from Google: birthday attribution

Source: ThinkWithGoogle

Who made the birthday party a success?

Source: ThinkWithGoogle

When was the birthday party planned?

Source: ThinkWithGoogle

Time lag.

Source: ThinkWithGoogle

Note

Data-driven attribution is not the ultimate cure-all. If you think the last click is the most valuable for your business, then use “Last click,” and so on.

Google Analytics Attribution Models

Have a look at the attribution options available in the Google Analytics account when analyzing data.

Last Interaction: The latter source is assigned the conversion and all its value.

Last Non-Direct Click: The last source is assigned the conversion and all its value, but if it was a direct link to the site, the value is assigned to the source before it.

Last Google Ads Click: The last source from Google Ads is assigned a conversion and all its value. 

First Interaction: The first source is assigned the conversion and all its value.

Linear: Distribution of conversions among all sources equally. 

Time Decay: Assigns more value to actions that occurred closer in time to the conversion. The click value doubles every week.

Position Based: Assigns 40% of the value to the first and last click, and the remaining 20% is distributed among the other clicks on the path.

Note

You may have noticed that in the attribution models listed above, there is no “Data-driven” model. At the moment, you cannot select this attribution model in your Google Analytics account. It is only available for analysis in the paid version of GA-360 analytics. So if you have a “Data-driven” attribution model enabled at the conversion level in your Google Ads account, then the comparative analysis of Google Ads account data and Google Analytics data may differ, and you should keep this in mind.

How to Choose an Attribution Model

What are the differences and common mistakes when comparing Google Ads and Google Analytics attribution models?

The main difference is in the data displayed in the accounts. A Google Ads account only receives data related to advertising traffic (single-channel system). A Google Analytics account receives data from different channels (multi-channel system).

In Google Analytics, the default attribution model is the Last Non-Direct Click. Therefore, there is a “Model Comparison Tool” in your Google Analytics account, which allows you to compare different attribution models.

If you don’t see any attribution models in your Google Analytics account, you can enable them yourself and create custom models (by moving the slider to the right):

The most common mistake is an inaccurate evaluation of the advertising channel due to the initially chosen attribution model. We have already described above how to compare attribution models.

For example, when analyzing ads with an attribution model based on the last click, you can find out that some campaigns don’t bring conversions (at the bottom of the funnel) compared to the other ad campaigns, and make the wrong decision —  you disable these campaigns. But they could have played a very important role at the top of the funnel. In this case, all the other campaigns would stop getting the necessary targeted traffic, and their performance might worsen.

Ideally, you need to test different attribution models and see what’s right for your business. Testing attribution models usually takes a lot of time, and you don’t always have it. That’s why we recommend using the “data-driven” attribution model.

If you already have conversion data in your Google Ads account, there is an opportunity to apply tools to pick up an attribution model. Go to the “Attribution” tab in settings:

The first is an attribution modeling tool. It allows you to compare two different attribution models (and compare other attribution models with “Data-driven”):

The second tool is the main paths before the conversion. Here you can see how users interact with ads before converting:

Conclusion

Choosing the correct attribution model is an important step for properly analyzing your advertising channels. It allows you to interpret the results correctly and make effective strategic decisions. 

Our agency specializes in providing top-notch PPC lead generation management services to help businesses increase their online visibility and drive more conversions. If you still have questions about attribution models, or which model to choose, don’t hesitate to contact our team.

FAQ

How to test attribution models in Google Ads?

Here’s a step-by-step guide on how to test an attribution model in Google Ads:

  1. Navigate to the “Tools” menu in your Google Ads account.
  2. Under the “Measurement” section, click on the “Conversions”.
  3. Choose the conversion action whose attribution model you are going to change. You will see the attribution model there (e.g. first click, last click, linear, etc.).
  4. After clicking on the “Edit Settings”, a dropdown menu will appear. Now you can select an attribution model you would like to test. Click on “Save”.
  5. Now let’s check how the model you have just selected will impact conversions. Go to your reports and click on “Campaigns”.
  6. Columns > Modify columns > Conversions.
  7. Select the following metrics: Conversions, Cost / conv., Conv.rate,  Conv.value, Conv.value / cost, Conv.value / click, Value / conv.
  8. The next step is to click on the “Attribution” link and choose all the attribution metrics. Hit the “Apply” button.
  9. Now you can check how the data would have changed with a different attribution model.

What is the best attribution model for Google Ads?

At the moment, the best attribution model is data-driven. It is the most complete, flexible, fast, and adaptive model. It allows you to bypass all the nuances and limitations of other, more traditional models.

What channel receives attribution if no traffic source data is available?

If the traffic source data is not available, the conversion might be attributed to the “direct” channel. The direct channel usually refers to conversions that are a result of users typing your website’s URL directly into their browser, or conversions that occur after a user has already been to your website and returns directly. However, it’s important to keep in mind that this attribution may not be entirely accurate, and it’s always best to have complete and accurate tracking information in order to make informed decisions about your advertising campaigns.

What is an attribution report in Google Analytics?

An attribution report in Google Analytics is a report that shows how different marketing channels contribute to conversions on your website or application. Attribution reports help you understand the role that different touchpoints play in the customer journey and how they contribute to conversions. This information can be used to optimize your marketing efforts and allocate your budget more effectively.

What is the most common attribution model?

The most common attribution model is the last-click attribution model. This model attributes 100% of the conversion to the last marketing channel that the customer interacted with before converting. This model is widely used because it is simple to understand and easy to implement. 

However, the data-driven attribution model is more complete.  It was created most recently, and the advertising system now applies this model automatically. It probably will have a large share of users in 2023.

Looking for help with Google Ads or Google Analytics? Talk to us!

Our dedicated experts will perform a 100% free audit and propose a solution.

Get in Touch
ARTICLE BY

Vadim Turinov

Performance Marketing Specialist working with PPC. I love working with customers from all over the world and solving problems I’ve never faced before. When not working, I read up on marketing and to develop my skills.

attribution models google ads google analytics
10 Effective Types of Google Ads for Real Estate10 Effective Types of Google Ads for Real EstateOctober 7, 2022
How to Set Up Microsoft Shopping Campaigns (Bing Shopping Ads) for E-Commerce Store on ShopifyDecember 1, 2022How to Set Up Microsoft Shopping Campaigns (Bing Shopping Ads) for E-Commerce Store on Shopify

Related Posts

AnalyticsE-commercePPC
A Guide to Google Shopping Free Listings
July 8, 2022 by Xenia Volokitina
E-commerceMicrosoft Ads (Bing Ads)
Bing Shopping Listings: Show Your Products for Free in the Bing Shopping Tab
July 18, 2022 by Xenia Volokitina
5 2 votes
Article Rating
Subscribe
Login
Notify of

0 Comments
Inline Feedbacks
View all comments
Subscribe to Lira Blog Updates
PPC insights for experts and newbies
* = required field
Categories
Analytics case study E-commerce Google Ads Microsoft Ads (Bing Ads) PPC Real Estate PPC Shopify Uncategorized Yandex.Direct
Featured author image: Google Ads and Google Analytics Attribution Models Guide

Artem Akulov

Hi! I'm the Founder & CEO at Lira Agency. Welcome to our blog! Ask questions and share your insights in comments.

Recent Posts
  • Effective Strategies to Boost Your E-commerce Sales and Drive Revenue Growth March 7, 2023
  • Bing Shopping VS Google Shopping March 2, 2023
  • Key E-Commerce Statistics You Need to Know for 2023 and Beyond February 17, 2023

Logo Lira

Making strong companies all over the world even stronger with thoughtful PPC management

[email protected]

Google Premier Partner Lira Agency

Facebook Business Partner Lira Agency

Privacy Policy | Terms & Conditions

Copyright © 2023 Lira. All Rights Reserved

#integrio_button_6419f0610c4e7 .wgl_button_link { color: rgba(255,255,255,1); }#integrio_button_6419f0610c4e7 .wgl_button_link:hover { color: rgba(255,255,255,1); }#integrio_button_6419f0610c4e7 .wgl_button_link { border-color: rgba(33,107,34,1); background-color: rgba(33,107,34,1); }#integrio_button_6419f0610c4e7 .wgl_button_link:hover { border-color: rgba(66,150,43,1); background-color: rgba(66,150,43,1); }#integrio_button_6419f0610c4e7.effect_3d .link_wrapper { color: rgba(33,107,34,1); }#integrio_button_6419f0610ecf1 .wgl_button_link { color: rgba(49,49,49,1); }#integrio_button_6419f0610ecf1 .wgl_button_link:hover { color: rgba(255,255,255,1); }#integrio_button_6419f0610ecf1 .wgl_button_link { border-color: rgba(27,120,13,1); background-color: rgba(49,49,49,0); }#integrio_button_6419f0610ecf1 .wgl_button_link:hover { border-color: rgba(27,120,13,1); background-color: rgba(27,120,13,1); }#integrio_button_6419f0610ecf1.effect_3d .link_wrapper { color: rgba(27,120,13,1); }#blog_module_6419f06121729.blog-posts .blog-post_title, #blog_module_6419f06121729.blog-posts .blog-post_title a { font-size:24px; line-height:36px; font-weight:700; }#blog_module_6419f06121729.blog-posts .blog-post_text { font-size:14px; line-height:24px; }#integrio_soc_icon_wrap_6419f06124d73 a{ background: #216b22; border-color: #216b22; }#integrio_soc_icon_wrap_6419f06124d73 a:hover{ background: #3c8e25; border-color: #3c8e25; }#integrio_soc_icon_wrap_6419f06124d73 a{ color: #ffffff; }#integrio_soc_icon_wrap_6419f06124d73 a:hover{ color: #ffffff; }
We use cookies to store your preferences and visits in order to provide the most relevant experience. By clicking "Accept All", you accept ALL cookies. Visit "Cookie Settings" to make changes.
Cookie SettingsAccept All
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurationDescription
cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytics
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Others
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
SAVE & ACCEPT
wpDiscuz