Which Attribution Model Can Calculate the Actual Contribution of Every Keyword in Your Account 2019

Mobile means more devices, more channels, and more opportunities to influence the purchase journey. But mobile's contribution can be harder to track and easy to undervalue. Google Ads can help you address these challenges.   


Which attribution model can calculate the actual contribution of every keyword in your account and optimize for the best-performing ones across the conversion path?


Data-driven attribution uses sophisticated algorithms with your performance data to determine which ad clicks are most critical for your conversions.


Mobile makes possible a tremendous number of opportunities to help guide your consumer’s purchase journey. But it’s also made that journey really complex. Now customers can interact with many different ads on many different devices.


How are advertisers supposed to determine which advertising efforts contribute to each conversion? 


It’s important because if advertisers measure it incorrectly they could undervalue or entirely miss mobile’s contribution.


Let’s look at touchpoints, for example. The explosion of mobile users has challenged old assumptions about the value of touchpoints across media. For instance, it may no longer make sense to plan your media strategy channel-by-channel for TV, radio, and digital. 


And within digital? It no longer makes sense to think about mobile and desktop separately. You have to account for new and longer conversion paths and think about measurement in a way that connects the dots between screens and channels. 


Yet many businesses still measure conversions and cost per acquisition for mobile devices and desktop separately. And all those enterprises still using last-touch attribution to measure their marketing and media performance? They’re probably missing a lot because we know these metrics don’t capture what your marketing is doing for you across many devices and screens.   


But don’t worry. Google Ads offers solutions to value your media across multiple touchpoints. Just follow the steps below.  


Define the conversions to track

Your customers use many devices to communicate, entertain themselves, and shop. So it’s important that you measure not only ad clicks and conversions that happen on the same device, but also clicks that lead to conversions on another device, another browser, in a store, or over the phone.


The first step to getting an accurate understanding of how users interact with your business — and determining what’s working in your advertising — is to choose the events you want to track with conversion tracking.  


See your conversions

The Google Ads Conversions columns are where you see your number of conversions. The Conversions column shows the conversions you chose to track, the ones you’d like to optimize toward. These can include purchases, calls from mobile ads, and form fill-outs. The All conversions column has all this, plus the harder-to-measure conversions, such as in-app conversions, and calls from desktop ads. These additional conversions can give you a more accurate understanding of how users interact with your business, and this helps you better calculate the effectiveness of your advertising.   


Choose the right attribution model for your conversion tracking

Attribution in Google Ads is an innovative approach to help advertisers understand and attribute value across their entire customer journey, starting with Google paid search media. It’s how you tell Google Ads where to look to give credit for your search ad clicks and how much credit to give each step along the way. Keep in mind that Attribution modeling is only available for clicks on Search and Shopping ads on Google.com, and is not available for interactions with Display Ads.


Data-driven is your first, best choice. It applies machine learning to your past data to determine the most influential touchpoints. Factors such as the number of ad interactions, the order of exposure, and the creative assets used in each conversion path are all incorporated into results. Using a counterfactual approach, the algorithms contrast what actually happened with what could have happened to determine which ad clicks are most critical for conversion.


Note: Data-driven is only available for search campaigns with at least 15,000 Google.com search clicks and 600 conversions per conversion type over a 30-day period.


If data-driven is not yet available, choose a model that gives credit to multiple stages in the conversion path: 


  • Position-based: 40 percent of the credit to both first- and last-clicked ads and corresponding keywords, remaining 20 percent spread out across the other clicks on the path
  • Time decay: More credit to clicks that happened closer in time to the conversion
  • Linear: Credit for the conversion is shared equally across all clicks on the path 


The way Google Ads assigns credit for the campaign steps that led to a conversion. This is only available for clicks on Search and Shopping ads on Google.com.


Mobile creates new opportunities to meet and convert consumers, but it has made the path to conversion much harder to measure and optimize for. Google Ads includes attribution modeling tools that give advertisers more opportunities to understand the path to conversion and optimize accordingly.



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