In this presentation, we highlight the different attribution modeling options that are available in AdWords, and the impact that each can have on your campaigns.

1. ADWORDS ATTRIBUTION
The Will Marlow Agency

2. AdWords Attribution
An attribution model is the
rule, or set of rules, that
determines how credit is
assigned to touchpoints
along the conversion path

3. AdWords Attribution
According to the rule of 7
someone needs to see a brand
7 times on average before they
convert into customer.
The Rule Of 7

4. AdWords Attribution
Purchasing process in reality looks more like this

5. AdWords Attribution
75% of people start an activity on one device, but continue or finish it on another

6. AdWords Attribution
Last click model will attribute 100% of conversion
to a last search that led to a conversion
Last Click Attribution Model

7. AdWords Attribution
By focusing only on keywords that convert we can be missing
on an opportunity to leverage a much larger market
Last Click Attribution Model

8. AdWords Attribution
 First click
 Last click
 Linear
 Time decay
 Position-based
 Data-driven
AdWords Attribution Models

9. AdWords Attribution
Not that great to use, it
simplifies things too much. Not
every step is as important as the
other.
Linear Attribution Model

10. AdWords Attribution
Time Decay Attribution Model
Conservative growth strategy
Market leader
Low investment product
Low competition
If your customers know you and you don’t need to spend
money and time to acquire them, you just need to re-
engage them over and over again, then last interaction is
the most important one

11. AdWords Attribution
Position-based Attribution Model
Growth oriented
New to the market
High investment product
High competition
If you are growth oriented you are interested in acquiring
new customers all the time as well as converting them.
Position-based model puts the most value on the first and
last interaction.

12. AdWords Attribution
Data-driven Attribution Model (DDA)
600 conversions
15,000 clicks
Over 30-day period
Minimum requirements:
If this attribution model is greyed out in the account then
it is not available because there is not enough data

13. AdWords Attribution
What happens when you change attribution model?
Conversions will not be associated with the last click, instead, fractional conversion credit
will be redistributed to previous days. There is no loss in conversions, just redistribution.
Over time, conversion credit on the day of the
change will normalize as it will receive fractional
conversion credit from future conversions.

14. AdWords Attribution
What happens when you change attribution model?

15. AdWords Attribution
Why are multi-touch models better?
 We can better understand customers journey
 We can drive more accurate strategic decisions
 We can build account for whole consumer’s journey, not just last
interaction
 They often reveal shift in credit to mobile devices and upper-funnel
targeting

16. AdWords Attribution
Next steps...
Test!
Test!
Test!

17. AdWords Attribution