Conversion attribution models in Google AdWords allow advertisers to determine how to assign credit for conversions across multiple user interactions. The default last click attribution model gives all credit to the last ad clicked. Other models include first click, linear, time decay, position-based, and data-driven. These models distribute credit differently, such as equally between all clicks or based on click position or time proximity to conversion. The example shows how different keywords would be attributed under each model for a user who clicked multiple ads before a purchase.

1. Attribution Models
Google AdWords
C O M P L E T E G U I D E
D i g i t a l F e r r y

2. What is conversion
attribution?
During the path to a conversion, a customer
may interact with multiple ads from the same
advertiser.
Attribution models lets an advertiser to
choose how much credit each click gets for
his conversions.

3. What is conversion
attribution?
An advertiser can give credit to a customer’s
first click, last click or a combination of
clicks with different attribution models.

4. AdWords Conversion
attribution
By default in AdWords, conversion is
attributed to the last click.
Currently AdWords attribution modeling is
only available for clicks on the search
network & shopping ads on Google.com
It is not available for interactions with
display network.

5. Different AdWords
attribution models
AdWords offer 6 different attribution models.
 La s t click
 Firs t click
 Linear
 T ime Decay
 Po s itio n ba s ed
 Da ta - driven

6. Consider this example to better
understand attribution models
You are an AdWords advertiser selling iphones.
A cus tom er f ind s your s ite by clicking on your Ad Word s ad s
after perform ing each of these searches
s m artphone , bes t cam era phone, new iphone , buy iphone x
He buys the phone after clicking on the ad which appeared
with "by iphone x" s earch.

7. Last click
attribution model
Gives all credit for the conversion to the last-
clicked ad and corresponding keyword.
Based on the example we have
In the "Last click" attribution model, the last
keyword, “buy iphone x" will receive 100% of
the credit for the conversion.

8. Last click
attribution model

9. First click
attribution model
Gives all credit for the conversion to the first-
clicked ad and corresponding keyword.
Based on the example we have
In the "First click" attribution model, the first
keyword, "smartphone" will receive 100% of the
credit for the conversion.

10. First click
attribution model

11. Linear
attribution model
Linear model distributes the credit for the
conversion equally across all clicks on the
path.
Based on the example we have
In the "Linear" attribution model, each
keyword would share equal credit (25% each)
for the conversion.

12. Linear
attribution model

13. Time Decay
attribution model
This model gives more credit to clicks that
happened closer in time to the conversion.
Based on the example we have
In the "Time decay" attribution model, the
keyword “buy iphone x" will receive the most
credit because it was searched closest to the
conversion.

14. Time Decay
attribution model

15. Position based
attribution model
Gives 40% of credit to both the first- and last-
clicked ads and corresponding keyword, with the
remaining 20% spread across the other clicks on
the path.
Based on the example we have
"smartphone" & "buy iphone x" will each receive
40% credit, while "best camera phone" & "new
iphone" will each receive 10% credit.

16. Position based
attribution model

17. Data driven
attribution model
Data driven model distributes credit for the
conversion based on past data of conversion
actions.
In the "Data-driven" attribution model, each
keyword would receive part of the credit,
depending on how much it contributed to
driving the conversion. This is only available to
accounts with enough data.

18. Remember these
• If you use an attribution model that gives fractional
credit for your conversions, you may see fractions (like
0.4) in conversion value. You may also f ind fractions in
end of the month conversion value.
• To use data driven attribution model, an account must
have at least 15,000 clicks and a conversion action must
have at least 600 conversions within 30 days.
• If you don’t have enough data, you won’t see an option
to use data-driven attribution.
• You can compare attribution models in AdWords.

19. Thank you for watching!
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