An Attribution Test

Whodunit” is more than just a popular detective narrative, it is an important question in PPC as well. Attribution seeks to answer that question. So, choosing the right model for your account is important. In this blog, we’ll cover a quick overview of Google’s attribution, what led us to consider testing a different attribution, what changes you can expect, our results, and advice for future tests.

Attribution – Quick Overview

As defined by Google, “an attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.” When deciding which model to employ, there a several to choose from:

  • Last Click
  • First Click
  • Linear
  • Time Decay
  • Data-Driven
  • Position-Based

The two different attribution models that we will cover here are Last Click and Position-Based. For more information about attribution models, for both your search and social platforms, check out the article about solving attribution woes written by our very own Mary Hartman.

Before diving in, here are two working definitions for Last Click and Position-Based.

Last Click –  This model will give all of the credit for a conversion to the ad that was last clicked and the corresponding keyword. This is the most common model.

Position-Based – This model will give 40% of the credit to both the first and last clicked ads and corresponding keyword, with the remaining 20% spread out across other clicks on the path.

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