In advertising, attribution is a set of actions aimed at measurement of ad success. With the help of attribution, you will understand better what keywords and channels are performing the best or the worst, or how good individual ad copies or ad campaigns are. It also helps to understand what ads out of dozens of ads shown to a particular user were the most crucial for their buying decision. You can determine what sequence of ads to show to make a sale.
In Google Ads, there are 6 attribution models that help you to understand your ad performance:
- last-click attribution: shows what was the last ad that users have seen before converting
- first click attribution: what was the first ad that users have seen on their converting path
- linear attribution: all the ads that users have seen before converting
- time decay attribution: all the ads that users have seen before converting but more attention is paid to the last few ones
- position-based attribution: all the ads that users have seen before converting but more attention is paid to the first and last few ones
- data-driven attribution: determines what touchpoints were more important than the others
