With so many possibilities available to advertisers, it can be challenging to sift through and figure out which ads are most effective in realizing their marketing goals. Marketers are finding difficulty pinpointing which ads should be discontinued, which need to be optimized and which need to be prioritized. This is where attribution models come in to play, because it’s next to impossible to run efficient and effective ads if the source of conversions is a guessing game. Users often interact with multiple ads before a conversion takes place and attribution models are used to assign how much credit each ad interaction receives. It is important to note that attribution modeling in Google Ads is only available for Search Network and Shopping ads. In this series we will dive into different attribution models.

Position Based attribution assigns 40% of the credit for a conversion to both the first and last touchpoint and the remaining 20% is evenly distributed among all ad interactions between first and last. This can be a very useful model because it highlights which ads are grabbing the attention of new audiences and which ads are leading to conversions. Advertisers can use this insight to focus on the ads that will help them reach their goals and use ads in their most effective ways. This method assumes that the first and last touchpoint are the most important, which may not always be the case, however it works well as a generality. If an automated bidding strategy such as Target CPA, ECPC, or Target ROAS is being used, the attribution model will influence the way bids are optimized. Google has a “Model Comparison” feature that allows for side by side comparison of different models.

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