The attribution model controls how Google assigns credit to different clicks in the conversion path, and switching it up can give you more insight into what’s really working. This quick and easy guide will show you how to change attribution model in Google Ads!
How to Change the Attribution Model in Google Ads:
Login to your Google Ads account
Navigate to Goals (left-hand-side-menu)
Select Summary under Conversions
Click on the Conversion Action you would like to modify
Click on Edit Settings
Under Attribution select one of the options: Data Driven or Last Click
Data-driven: The system will decide where the conversion will go and how much of the conversion will go to the campaign (hence the decimals in Google Ads conversions).
Last click: Conversion will go to the last ad (keyword / ad-group / campaign) that users click.
Frequently Asked Questions on Changing the Attribution Model in Google Ads
What is an attribution model in Google Ads?
An attribution model in Google Ads is a rule or set of rules that determines how credit for conversions is assigned to various touchpoints in the customer journey. It helps advertisers understand which ads, keywords, and campaigns are most effective in driving conversions.
What is the default attribution model in Google Ads?
The default attribution model for most conversion actions in Google Ads is the Last Click model.
How does changing the attribution model affect my campaign performance?
Changing the attribution model can significantly impact how conversions are credited to different touchpoints. This can alter your perception of which keywords, ads, and campaigns are performing well, potentially leading to changes in budget allocation and optimization strategies. Choosing the right attribution model is crucial as it impacts how you evaluate and optimize your campaigns.
Which attribution model should I choose: Data-Driven or Last Click?
For most advertisers with sufficient data, Data-Driven Attribution is recommended as it provides a more comprehensive and accurate picture of your ad performance. It helps identify undervalued keywords or campaigns that contribute to conversions earlier in the customer journey. However, if your account doesn't meet the data requirements for DDA or if you have a very straightforward, short conversion path, Last Click attribution might be suitable.
Are there any requirements to use the Data-driven attribution model?
Yes, to be eligible for Data-driven attribution, your account needs to have:
At least 3,000 ad interactions in supported networks
At least 300 conversions in the past 30 days
Conversion action settings that remain unchanged for 30 days
If your account doesn't meet these criteria, Google Ads will automatically use the Last Click model until the requirements are met. Note that these requirements ensure that there's enough data for the machine learning algorithms to create an accurate, customized attribution model for your business.
Comments