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What Are Conversion Attribution Models in Google Ads

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What Are Conversion Attribution Models in Google Ads

What Are Conversion Attribution Models in Google Ads? Learn All About Them Here Today!

Depending on what you want to achieve from your Google ads account you will want to set up your Conversion Attribution Models differently, it’s important to pick the best conversion attribution model that best suits your needs because, if you choose the wrong model, it can leave you with inaccurate data that can have a detrimental impact on your future success.

What Are Conversion Attribution Models in Google Ads? let’s examine some of the best conversion attribution models you can select.


Conversion Attribution Model: Last-Click

The last-click conversion attribution model is the default setting for both Google ads and Google analytics respectively; it is also somewhat self-explanatory. Last-click simply credits the conversion to the ‘last-clicked’ keyword, disregarding the part your social media platforms, for example, may have played in the sale.

In essence, the last-click conversion model short circuits the customer journey and can therefore provide you with misleading data which, when taken into consideration and actioned in regard to marketing budgets, can lead to fewer conversions in the future.

That said, the last-click conversion model is perfect if you’re running a simple ad campaign without an integrated marketing campaign alongside it.


Conversion Attribution Model: First-Click

Unlike the last-click conversion attribution model which credits the conversion to the last-clicked keyword, the first-click model – again, quite self-explanatory – gives credit to the first keyword clicked.

Indeed, it’s great that you managed to generate a click, but what the first-click conversion attribution model also shows is that the consumer chose not to buy from you straight away and, in some cases, you may have had to even run another, more aggressive campaign to close the sale.

So, the way to get the best out of your first-click campaigns is not to look at them as a conversion attribution model, but rather as a brand awareness tool which, unlike other brand awareness campaigns, can be tracked and monitored.


Conversion Attribution Model: Linear

The linear model spreads the credit evenly across every interaction a user takes before converting, encompassing everything from the first clicked keyword to the last.

However, to get the best out of the linear conversion model, your campaigns need to be long not short; complex not simple. It’s best to think of the linear model as a three-step process;

  1. Begin with a broad keyword.
  2. Regroup and prompt clicks to ‘learn more’ on your website, for example.
  3. Remarket with RLSAs.

Indeed, there’s no denying that for long-drawn-out campaigns, the linear conversion attribution model is both worthwhile and practical in equal measure.


Conversion Attribution Model: Time Decay

The time decay conversion attribution model staggers credit, giving the most to actions that took place closer to the final action.

Ideal for long, complex and drawn-out campaigns, the time decay method works best when a detailed understanding of the product is greatly beneficial to the consumer. It’s also best to point out that eCommerce campaigns that target quick sales wouldn’t benefit from the time decay model.

At its worst, the time decay conversion attribution model can feel excessive, yet, at its best, it provides an invaluable understanding of how long your sales process is.


Other Conversion Attribution Models

There are two other types of conversion attribution models;

  • Position Base – 40% of the credit is given to both the first and last-clicked keywords. The other 20% is divided up across other impressions. This is more growth oriented.
  • Data Driven Model – based more on account performance rather than growth or brand awareness, this conversion attribution model divvies up recognition based on how imperative some keywords were in the conversion process in comparison to others.

Any of the above, including those discussed earlier, put not only your keywords into a proper perspective and highlight what works and how, but they also help towards understanding your customers’ purchasing journey.

What Are Conversion Attribution Models in Google Ads? Conversion attribution models can seem complex on the surface, but once you break them down they are mostly self-explanatory and easy to get to grips with; and, who wouldn’t want to know why a consumer bought your product?

At PPC Geeks, we help to get the absolute maximum out of your PPC campaigns, boosting your brand awareness, driving sales and, when necessary, drawing upon the best conversion attribution models available.

Get a free PPC Ads Audit today, and for more information contact one of our helpful team today!



Has worked on hundreds of Google Ads accounts over 15+ years in the industry. There is possibly no vertical that he hasn't helped his clients achieve success in.

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