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Switching to a non-last-click attribution model is the first step towards optimising for better account performance.
The second, equally important, step is to act on the data from your non-last-click model.
Non-last-click models give credit to all clicks throughout a customer's conversion path
on the Search and Shopping network.
After transitioning from a last-click to a non-last-click model
it's common to see a shift in conversions from desktop to mobile devices
and from branded to generic, non-branded keywords.
This is because mobile devices and generic keywords are often undervalued on a last-click model.
For example
think about the journey of purchasing a new mattress.
You first conduct a generic search for 'Best mattress' on your mobile device during your commute.
You later search 'Mattress in a box' while at home.
You eventually find a branded mattress that you like
search for it
and then buy the mattress on your desktop.
On a last-click model
your non-branded searches that led to clicks on mobile
receive no conversion credit.
Whereas on a non-last-click attribution model
all search clicks across the conversion path receive credit.
This data allows you to make informed decisions on what to optimise for.
How exactly conversions shift after changing attribution models
is dependent on your customer's conversion path.
Longer customer conversion paths will see larger shifts in conversion credit
while shorter conversion paths may see smaller changes.
Once you've updated your attribution model
your 'Conversions' column will now reflect your new non-last-click model when new conversions occur.
You can then use this data to optimise for which touchpoints drove the most value for your business.
There are three recommended actions:
Adjusting targets or bids
testing new keywords
and re-examining campaign budgets.
The recommended bidding approach is to adopt Smart Bidding in Google Ads.
Smart Bidding uses advanced machine learning to help you tailor the right bid to each and every auction.
Smart Bidding is most powerful when paired with non-last-click attribution
since it optimises bids for your customer's entire conversion path.
If your account is not on Smart Bidding
and you'd like to use it with your non-last-click attribution model
you can make this change instantaneously after changing your model.
Since conversion credit will shift under your non-last-click model
it's important to adjust campaign targets to this new data.
When adjusting your targets
consider your conversion Time Lag.
The Time Lag report shows how many days it takes the average customer to convert after their first click on your ad.
If the average conversion Time Lag is about four days long
exclude the most recent four days from your reporting.
After an attribution model change
look at the 'Conversions (current model)'
and 'Cost per conversion (current model)' columns to set your new Target CPA or Target ROAS.
The 'Cost per conversion' column
shows what your average CPA or ROAS is for your set time period.
The 'Cost per conversion (current model)' column
shows your average past CPA or ROAS under your selected non-last-click model.
This column shows you what your new CPA target should be
so that your model change has no impact on your overall investment levels.
In this example
Target CPA should be adjusted based off the current model CPA.
If you use manual bidding
use the new conversion data as your source of truth for optimisation going forward.
Invest more in keywords that perform well under the new attribution model.
After adjusting campaign targets or bids
think about testing new keywords.
On a last-click model
some keywords may have been paused or deleted due to low conversion volume
or a higher cost per conversion.
On a non-last-click model
these keywords may receive more conversion credit and should then be tested.
Since conversion credit may be distributed across campaigns
it's necessary to re-examine Search and Shopping campaign budgets.
You can use
the 'Search lost impression share' column
to understand the percentage of time that your ads didn't show due to insufficient budget.
If a campaign is exceeding its performance goals or meeting its targets
increase the budget to capture as much demand as possible.
For more step-by-step videos on Google Ads implementation and optimisation
check out the Google Ads Tutorials on the Google Ads YouTube Channel.
If you have any questions
or for more information, please visit Google Ads Help.
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