What are attribution models and what kind of distributionsóechanical types
First, let’s say what is attribution. Attribution is simply assigning a share of the conversion to the useróin to each channel któhe last click on a direct post, ad, article, etc. that we use in a marketing campaign. The attribution model, on the other hand, is a set of rules któBy helping us understand where in the user’s path their content comes into contact with us, we can optimizeóThe place on the conversion path will be attributed to the conversion itself. That is, where and when exactly the user encounters our material – The last click on a post, ad, article, etc.
The term attribution model includes everything: zaróIn addition to email blasts, social media campaigns, page views, links, paid and unpaid searches, etc. Attribution modeling helps us understand how effective a campaign is. By helping us understand where in the path the user interacts with our content, we can optimize „meeting place”, and thus the value for the user.
What are the attribution models?
Google Analytics offers us seven attribution models, largely covering all marketer’s needs. These options are very useful to understand how and when our content is contacted.
First interaction. Here Google Analytics algorithm assigns 100% of conversions to the first interaction with the page. It doesn’t matter what the exact source wasóthe user’s point of entry.
Linear model. By far the most „fair” of all models. If the user has gone through, the shakeólet’s take five stepsóIf you are a marketer who is interested in the conversion path, then each of these stepsówill receive 20% of the value of this conversion. The linear model always assigns the same value to each step in the path.
The last interaction. This option assigns 100% of conversions to the last interaction with the website.
Position consideration. In this case, Google Analytics assigns 40% to the first and last user interaction, while the last 20% is distributed to the remaining sourcesótraffic background. They are then given percentage values róeven.
Last Click Indirect. It’s a model in whichórym considers the last interaction by GA to be an indirect user contact. So, for example, if the last action on the conversion path is a direct input, then GA will assign the conversion to the last sourceóof a given campaign does not have to come from the last click before a direct.
Last click Google Ads. This works similarly to the previous option with this róThe difference is that most conversions will be attributed to Google Ads.
Time distribution model. Here, the algorithm assigns a higher percentage value to the sourceóIt’s a model in which we will hear about many of them in the coming monthsóre is closer to conversion.
What are the advantages of using attribution models?
Marketers too often forget that the success of an ad campaign does not necessarily come from the last click. There are many more stepóIn the intermediate, leading to user success and conversion. Associating a user and thus a conversion (sale, newsletter signup, other results) to a single keyword does not mean it is a realistic scenario. Keep in mind that users take many other stepsóin, on, and offóThe library is divided into folders that can be used at different stages of the path to purchase. Many marketersów don’t remember about it.
Attribution models allow you to achieve greater awareness. Thanks to them you will know what share in the conversion is assigned to a given keyword or wordóin key. Also for ads. With this you are able to:
– Reach out to potential customersów (prospects) early in the purchase funnel. Offer them inspirational or educational content and convince them about the brand, then the product
– Test, and then choose an attribution model that fits the nature of your business.
– Choose the right attribution model for your product searchóby potential customersów.
– Select the type of ads and optimize their costs based on information about how they perform (performance).
It’s worth remembering!
The buying process is not uniform and depends on many factorsóNo two-picture-in-picture by potential customersów. No dwóch same customeróin, as well as no dwóch identical shopping models. One user knows exactly what they want, will put the product in their cart and pay immediately. For the second one, the product will be „hanging” in the shopping cart for weeks. The third one, unable to decide, will put in and take out the product from the basket. Already about to decide, already thinking about the purchase, already giving the card number… And then nothing. The fourth will read a lot about the product, check the content related to it, comes from the website, check the competitive solutions…
It can be so long, there is no single pattern. One of the basics of marketing is to experiment and see what works for you. Attribution models help with this.