Get to know the main attribution models of Google Ads, how to configure them in campaigns, and make conversion monitoring more efficient.
The attribution models in Google Ads are fundamental to understand which interactions contribute to customer conversion throughout the purchase journey.
Therefore, in this practical guide, you will discover how these models work, which ones are most suitable for different strategies, and how to apply them to optimize your campaigns and improve results. Stay tuned.
What are attribution models in Google Ads
Attribution models in Google Ads are methods used to determine how conversion credit is distributed among different touchpoints that a customer had throughout their interaction journey with the ads.
In other words, they help identify which ads and interactions are most impactful on the path to conversion, allowing advertisers to optimize their campaigns and budget decisions.
Each attribution model offers a different way to calculate the value of interactions that led to a conversion. This is because, when running ads, one must consider that users can interact with multiple creatives before taking action.
Therefore, depending on the model selected, credit can be given partially or fully for different interactions, reflecting the relative importance of each touchpoint.
Thus, understanding how these interactions contribute to conversions allows advertisers to adjust their bidding and ad targeting strategies based on more accurate data.
What are the attribution models available in Google Ads?
Currently, the Google Ads attribution models are divided into two main methods: last-click and data-driven. Below, we explain each of them and when to use them.
1 Last Click
The last-click model assigns all the credit to the last ad clicked before the conversion. As such, it is widely used for its simplicity, but it may disregard the importance of previous interactions in the customer’s journey.
Thus, it is more suitable for campaigns with short purchase cycles where the last interaction has a significant impact on the customer’s decision. In other words, you can use it
- in campaigns focused on direct sales or quick actions like flash promotions
- or when the last touchpoint has a decisive influence on the conversion.
2 Data-driven Attribution
On the other hand, data-driven attribution is recommended for use whenever possible because it utilizes machine learning to analyze user behavior and the impact of each interaction on your ads.
Thus, it is ideal for those seeking precise and personalized analysis, considering the entire history of interactions. It is also especially useful in campaigns with many touchpoints or where there is difficulty in clearly identifying the points of greatest impact on conversion.
That said, you should use this method when:
- you have a sufficient volume of data for Google Ads’ machine learning to function effectively,
- and you want a more complete and detailed understanding of how different interactions influence conversions.
It is important to note that some Google Ads attribution models, such as first-click, linear, and position-based, have been discontinued by the platform.
This is because advertisers are encouraged to migrate to the data-driven model, which offers greater precision by considering all touchpoints based on actual user behavior.
However, the decision of the traffic manager must take into account the customer’s journey and the campaign objectives. This will ensure that more precise insights are obtained to optimize your ad strategies.
How to implement the attribution model in Google Ads
The attribution models in Google Ads can be implemented alongside your campaign’s conversion settings. .
However, if it no longer makes sense for your ads, it’s possible to change it later with the following steps:
- Access your Google Ads account and then click on the Goals icon located in the left sidebar menu.
- Then access the Conversions option and click on Summary.
- In the table, click on the conversion you wish to edit.
- Select the Edit Settings option and click on the Attribution ;
- tab. Choose the model you want to use from the dropdown menu and finally click Save.
Model Comparison
After implementing the model that best suits your campaigns, you can use the Attribution Model Comparison tool to see how they impact the distribution of conversion credit.
By comparing two or more models, you can see which one better reflects your users’ behavior. To use this functionality, you need to
- Access your Google Ads account and go to the Goals, Conversions menu.
- Click on Attribution and then Model Comparison.
- Choose two models to compare. This will allow you to visualize the differences in how credit is distributed and how conversion data changes according to each model.
Finally, the comparison reveals which models underestimate or overestimate the impact of certain touchpoints, allowing for more strategic adjustments.
Analysis and data: how Reportei can help
Regardless of your choice, analyzing attribution models is not a one-time task but a continuous process.
After all, over time, your customers’ purchase journey can change, as well as the interactions that lead to conversions. Therefore, it’s important to regularly monitor the data, especially when implementing new types of campaigns or channels.
Moreover, you can rely on Reportei to conduct a complete analysis of your Google Ads metrics and help define more efficient strategies in your routine.
This is because, besides generating automatic reports and offering customizable dashboards, our tool has other functionalities that help monitor key Google Ads metrics in a practical and precise manner, such as
- Reportei Sync : to export data directly to Google Sheets and keep precise tracking alongside other important project indicators.
- Paid Traffic Management Assistant powered by Reportei AI, it uses real-time data to identify growth opportunities and suggest adjustments for ads.
- Indicators Control : makes it easy to track the most important KPIs in a customized way. Moreover, it’s possible to set goals and receive alerts when they are achieved or fall below expectations.
With these resources, Reportei ensures that you have full control over your results, optimize the monitoring of key metrics, and define the best attribution models in Google Ads.
Take advantage now to start your free trial and experience these features in practice.
