Take a read of our blog which provides you with all you need to know about the Google Attribution Model to gain in-depth understanding into your ad performance.
Digital marketing has undeniably risen in both popularity and effectiveness over the years, with businesses utilising online platforms, such as social media, to target their chosen audience.
However, with there now being so many platforms to choose from, it can be harder to know which one is benefiting your business the most regarding sales and increasing revenue.
Of course, Google Analytics is a useful tool for digital marketers and PPC managers, specifically the attribution model feature, which can tell you exactly which source or channel produced your desired results, such as signing up to newsletters, or sales.
If you haven’t got your Google attribution model set up, or you’re just currently using the default attribution model without taking advantage of custom reports, then keep on reading to find out how you can utilise this tool to gain further insights into the performance of your ads.
While on their user journey, customers will often interact with multiple ads from the same advertiser. Attribution models, which are a defined set of rules used to assign credit for conversions to certain touchpoints in a customer journey, can identify which campaigns are performing better, allowing you to make further optimisations to generate more success.
Additionally, attribution models let you choose how much credit each ad interaction gets for your conversions.
This extra level of control allows businesses to reach customers far earlier in their purchasing cycle, as well as improves your bidding due to having a stronger understanding of your ads and how they perform.
There are various forms of attribution models available. For example, you can choose from:
The type of attribution model you choose depends on your business, and how closely the data from each attribution model aligns with your own marketing activity and what your unique end goals are.
If you have enough data, we usually recommend you use data-driven attribution models, as it can provide you with the most insight into your ad performance and paint the clearest picture for success.
If you do not have enough data, then rules-based automation is often the next best attribution model to use.
However, the key here is to play around with the different options available to find the one that suits you and your business the most – what works for some may not work for others.
The following steps can be used to help you set up the Google Analytics attribution model feature:
Step 1: Log in to your Analytics account, then select Attribution from the navigation on the left.
Step 2: Open your campaign, then select the Keywords tab to view the reporting table.
Step 3: Now, click Columns, Custom Conversions and then Google Analytics.
Step 4: From here, click Create to build a new column. From here, you can choose an attribution model and your campaign data will be filtered by your chosen model.
Step 5: Next, you need to select your metric from the list of options provided. This will be the attribution model to be used for contextualizing your data.
Step 6: Click Save to save your change and continue using the chosen attribution model.
Now you know how to set up the Google Analytics attribution model feature, it’s also important to know how to change this from the default.
To change the attribution model for an existing conversion action, you simply need to:
Step 1: Log in to your Google Ads Account.
Step 2: Click the tools icon in the upper right corner, then, under Measurement, select Conversions.
Step 3: Select the conversion you want to edit by clicking on the conversion name in the table.
Step 4: Next, click Edit settings.
Step 5: Click on attribution model, then select an attribution model from the drop-down menu.
Step 6: Finally, click Save, and then Finished.
Now you know how to change your attribution model, it’s important to know when to change it, and why this can positively impact your campaigns.
As you know, there is a close interaction between Google Ads and Google Analytics and changing your attribution model will also then change your metrics as a result. This will impact how you use the performance planner and how you optimise your campaigns going forward.
When you add and send conversions to Google Ads, the “last click” attribution model is automatically applied. In many instances, this is not the best model to use, as many conversions will not be assigned to your campaign, and it ignores other ad interactions that customers may have had along their journey.
For example, the default attribution model causes larger ecommerce advertisers to lose up to 20% of their advertising impacts, compared to a multi-touch attribution model.
And for ecommerce marketers, this is critical, as 1 in 5 pounds spent on digital advertising is not receiving the correct credit for the impact that it has on the sales. This means that 1 in 5 decisions about where to invest is misguided.
As far as when is the best time to change your attribution model goes, we recommend that you test different attribution models to determine which one is best for your business and delivers optimal results to report on.
There is no right or definitive answer to which is the right attribution model – by testing different models and analysing the results, you can find something that is more tailored to what you’re trying to achieve, instead of applying a one size fits all approach.
By changing your attribution model, your intelligent campaigns and automatic bid strategies will acquire more conversion data, and the more data they have, the better they can run and optimise your campaigns, ultimately affecting the number of new conversions.
For PPC managers taking care of multiple accounts and monitoring a wide range of PPC activity, it can be tiresome to keep on top of it all. Contact the team at Diginius today to find out how we can not only help you to manage your accounts, but help you take them to the next level.