Attribution Model #2 – Last Interaction Attribution

Level: Beginner
When to use: Campaigns for transactional products or to convert people at the moment of purchase such as Dynamic Remarketing to site visitors who leave an abandoned cart.

In this Attribution Model, the last touchpoint receives 100% of the credit for the sale or conversion.

Attribution Model #3 – First Interaction Attribution

Level: Beginner
When to use: Brand awareness campaigns first exposing potential customers to a brand.
In the First Interaction attribution model, the first touchpoint receives 100% of the credit for the sale or conversion.

Attribution Model #4 – Linear Attribution

Level: Beginner
When to use: To interpret the effectiveness of your channels without taking into consideration direct traffic.

Within this model, each touchpoint in the conversion path shares equal credit of the sale or conversion. For example, if there are 5 touch points prior to conversion then each touch point would receive 20% credit.

Attribution Model #5 – Time Decay Attribution

Level: Intermediate
When to use: For short (2-3 day) tactical or promotional campaigns
Time Decay Attribution puts a heavier credit weighting on touch points that are closest to the time of sale or conversion.

Attribution Model #6 – Position-based Attribution

Level: Intermediate
When to use: For campaigns that will typically convert within 30-90 days or typically use the same channel for brand awareness and conversion.
For Position-based Attribution, 40% credit is assigned to both the first and last interaction, then the remaining 20% credit is distributed evenly to any middle interactions.

Attribution Model #7 – Social Attribution

Level: Intermediate
When to use: When measuring social specific campaigns such as Snapchat
Based on the linear model, Social Attribution also takes social impressions into account. Below is a summary of the default weightings are:

• Impressions without social engagements = x 0.5
• Impressions with any low-value social engagements (expands or profile – don’t increase reach) = x 0.75
• Impressions with any high-value social engagements includes shares and retweets – increase reach) = x 1.5

Attribution Model #8 – Data-Driven Attribution

Level: Advanced
When to use: It is recommended to apply Data-Driven Attribution if you are recording at least 15,000 clicks and 600 conversions within a 30 day period.
Data-Driven Attribution uses Floodlight configuration data along the conversion path (converted and non-converted users) to provide insight into the impact each marketing touchpoint had across your customer’s journey. Importantly, by achieving the minimum clicks and conversions you provide enough information for the algorithm within the GMP technology to begin learning and apply game theory concepts to determine Attribution. We explore Data-Driven Attribution in more depth in our recent article.

Attribution Model #9 – Custom Attribution

Level: Advanced
When to use: Once your organisation has mastered the implementation and analysis of Data-Driven Attribution
This is where the advanced capabilities of the Google Marketing Platform come in, Campaign Manager 360 (CM360) provides you the opportunity to set and adjust exactly how much credit you’d like to attribute against each channel within the conversion path by creating a Custom Attribution Model. It is important to be aware that you are allowed up to 10 Custom and Data-Driven Attribution Models combined.

How to view different Attribution Models in Campaign Manager 360 (CM360)

Comparing and contrasting the data from multiple Attribution Models can be an effective way to get full perspective on the conversions and sales of your organisation. Within Campaign Manager 360 (CM360) you can do this using the Attribution Modelling Tool:

1. Within Campaign Manager 360 (CM 360), go to Reporting & Attribution > Attribution.
2. Select a Floodlight configuration
3. Click Attribution Modeling Tool in the left hand menu
4. Next to the dropdown with the default model (Floodlight (last-click) Attribution), you can either select Attribution Models 1-7, Create new data-driven model or Create new custom model at the bottom of the list click.