![]() ![]() Linear: Distributes the credit for the conversion equally across all ad interactions on the path. Last click: Gives all credit for the conversion to the last-clicked ad and corresponding keyword.įirst click: Gives all credit for the conversion to the first-clicked ad and corresponding keyword. Google Ads offers several attribution models: Improve your bidding: Optimize your bids based on a better understanding of how your ads perform.Match your business: Use a model that works best for how people search for what you offer.Reach customers earlier in the purchase cycle: Find opportunities to influence customers earlier on their path to conversion.However, this ignores the other ad interactions customers may have had along the way.Īttribution models give you more control over how much credit each ad interaction gets for your conversions. This means they give all the credit for a conversion to the last-clicked ad and corresponding keyword. Most advertisers are used to measuring the success of their online advertising on a "last click" basis. You'll learn how to set an attribution model for conversion tracking and bidding, and how to compare models with the "Model comparison" attribution report. This article describes the various attribution models and how to use them in Google Ads. Attribution models let you choose how much credit each ad interaction gets for your conversions.Īttribution models can give you a better understanding of how your ads perform and can help you optimize across conversion journeys. On the path to conversion, customers may interact with multiple ads from the same advertiser. ![]()
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