10 Things You Need to Know About New Data-Driven Attribution in AdWords[ Edited ]
May 2016 - last edited May 2016
We’ve just announced a major update to the way you can use conversions to optimize your AdWords account. If you haven’t already, check out the full announcement details on the Inside AdWords blog.
Here are ten key facts to keep in mind as you move beyond last click attribution:
1. Switching from last click attribution can help you factor in customers’ mobile behavior.
Depending on your business model, a different attribution model may more accurately assign credit to ad clicks that play a role earlier in a customer’s purchase journey.
2. It’s the next step in the AdWords attribution modeling evolution.
Other attribution models have been available in AdWords since 2014, but it was not possible to integrate those insights into conversion data or bidding until this launch.
3. This feature will be rolled out to all AdWords accounts over the coming weeks.
If you don’t see this option in your account yet, stay tuned!
4. You can choose from six conversion models:
Last click, first click, linear, time decay, position-based, or data driven.
5. Changing your attribution model will change what you measure in your Conversions and All Conversions columns,
but not your Converted Clicks.
6. The other attribution models include clicks from Search and Shopping campaigns.
Display, Video, and Search Partner clicks will continue to use last click attribution.
7. All attribution models can work with all bidding models,
including automated, eCPC, Target CPA, Target ROAS.
8. This feature is available for MCCs!
If you’re using cross-account conversion tracking, you can set your attribution model at the MCC level.
9. Your attribution model is set at the account-level.
Any change will affect all Search and Shopping campaigns in your account (or MCC, if setting at the MCC level).
10. Best practices
include testing (no surprise in this community!) and changing your ads/landing page to align with your customer’s place in the click path.
For more best practices, you can refer to the Beyond Last Click Attribution Best Practices guide!