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!