Choosing the right attribution model for your campaigns is essential because it will allow you to better interpret the results of your ads and help you optimize them. What are the different attribution models? Google Ads has established 6 different attribution models: 1) Attribution to the last interaction Most Adwords advertisers default to the last interaction model. This reference assigns 100% of the reason for the conversion to the last interaction made by the Internet user with the advertiser.
Other clicks made before are therefore ignored. This is a very simplistic model that does not take into account the entire conversion path. 2) Attribution to the first fax list interaction Unlike the last-click attribution model, first-touch conversion only takes into consideration the user's initial interaction with the advertiser. All other clicks made subsequently are therefore ignored. Here again, we are faced with an overly simplistic model. 3) Allocation with depreciation over time.
This model has the function of attributing each time more credit to interactions approaching the act of conversion. Therefore, the more the interactions of the Internet user will be located at the end of his conversion path, the more importance that will be given to him will be high. In this model, Google therefore places more value on interactions occurring at the end of the conversion process. 4) Linear attribution In this attribution model , each of the interactions in the conversion path is taken into account in a linear fashion by assigning the same percentage to it.