Understanding Attribution Models

Question 1

What are attribution Models?

Answer 1

Attribution models in Google Ads help you know which ad interactions yield conversions.

Question 2

What is attribution?

Answer 2

Determining how much credit each step of the process should receive is called attribution.

Question 3

Models - Data Driven Attribution (DDA)

Answer 3

The most advanced attribution model in Google Ads, it leverages your accounts historical data to credit the most impactful ad touch points across Search, Youtube, and Display.

Question 4

Rules-based Attribution

Answer 4

Rules based attribution models follow fixed rules for assigning conversion credit regardless of the conversion type or user behavior.

Question 5

Last Click Attribution

Answer 5

The last touch point receives 100% of the credit for the conversion.

Question 6

First Click Attribution

Answer 6

The first touch point receives 100% of the credit for the conversion.

Question 7

Linear Attribution

Answer 7

Credit is distributed evenly to every single touch point in the buyers journey.

Question 8

Position-based Attribution

Answer 8

40% credit is assigned to the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions.

Question 9

Time-decay Attribution

Answer 9

A multi-touch model that gives more credit to the touch points closest to the conversion.