Beyond Last-Click: Unlocking the Power of Advanced Attribution Models in Google Ads

Recent digital marketing practices are totally different from past practices. Previously marketers were only concerned about the last clicks of users, they used to check if the user has made a purchase or not but now the marketing practices focus on the whole customer journey. They now focus on all the aspects that drive the customer to buy their product and these attribution models like advance attribution model help them to keep a check on all the clicks of customers which drive sales and this helps marketers to increase ROI. Read this blog and find out more about it. 

What is the Marketing Attribution Model?

Attribution models help to provide a framework for markets to analyse the different touchpoints on which a customer interacts with their product on their website. These models help markers to generate their desired results like more clicks, more sales or better ROI. These models also help advertisers to allocate better budgets to the part where needed and find out the demand of their products or services. Here are some kinds of marketing models.

• Last Click Attribution Model focuses on the final interaction of customers with the website. It is easy to implement and focuses only on the last click of the user and ignores other touchpoints of the customer.
• First Click Attribution Model focuses on the first click of the customer on the website, it doesn't focus on other clicks which might have driven the customers decision of buying a certain product. 
• Linear Attribution Model focuses on all the touchpoints in the customer journey. It assumes that all the touchpoints are equally important and need equal attention. 
• The Time Decay Attribution Model focuses on the touchpoints of the customer which were closer to the time of conversion. 
• Position-Board Attribution or (U-Shaped) Attribution Model gives credit to the last click and the first click of a customer on the website. It does not focus on the middle interactions. 
• Data Driven Attribution Model focuses on the touchpoints which contribute to the conversion and focuses on the whole customer journey. 

What is the Last Click Attribution Model?

Last click attribution model focuses on the last click of the user. It only focuses on the last touchpoints of the customer. It used to be a go-to model for marketers as it was very simple and easy. But now with time and evolution marketing practices have evolved and now marketers follow an advanced attribution model which focuses on the whole customer journey rather than the last click. This is why marketers are working more on Google ads to attract user attention and they make users buy certain products with these practices. 

Last click attribution model overlooked the user journey, it overlooked the users ad view, email click or social media platform click which lead to inaccurate marketing assessment which lead to missed opportunities of campaign optimization and resulting in less ROI.   

What is an Advanced Attribution Model? 

Advanced attribution model offers a bird eye view of the whole customer journey. It analyses all the touchpoints of the customer journey on your website. It also includes calculating the customers clicks and views on all the products. There are two advanced attribution models which can be implemented, these include Multi Touch Attribution and Data Driven Attribution. 

What is Multi-Touch Attribution?

This provides a balanced view of the whole customer journey. It distributes credits across all touchpoints of the customer and it ensures each customer interaction is recognised, It also focuses on the interactions where customer has spent more of their time to reflect the increased influence of the recent customer interaction and it also recognises the importance of both initial and final interaction of customer on the website.

What is Data-Driven Attribution?

This practice is totally different from the historical practice which only focused on the last click. This practice focuses on all the aspects of customer journey through different algorithms and it provides accurate data about how a customer was influenced to make a purchase. 

How to Implement Advanced Attribution Models in Google Ads?

Advanced attribution model will basically enhance the marketers ability to optimise their marketing campaigns as this model will focus on all the clicks and the touchpoints of the customer rather than focusing on the last click. Here is how to make the most out of advanced attribution model:

Choosing the Right Model

First of all the marketers need to figure out what they exactly want? Do you want to focus on customers' last click? Or you wanna focus on the customers entire journey on your website. Let's say you want to focus on the entire customer journey, linear attribution will be suitable for you as in this attribution model, an equal credit is given to all the touchpoints of the customer to focus on the entire customer journey. 

And if the marketer wants to focus on the touchpoints of the user which are closest to conversion, the time decay model will be most suitable for you as this model focuses on channels that lead to customer conversion. It is important to note that the model aligns with campaign objectives and the nature of the audience as well. 

Utilising Google Ads Tools

Google ads offers tools to analyse advanced attribution models and it also allows users to switch between the model and offers reports in detail about how each model impacts your campaign. With these tools you can gather deep insights on each model's performance and make decisions with the help of that data. 

What is the Strategic Value of Advanced Attribution Models

It is important to understand the value of each model to enhance the value of your marketing campaign and get maximum ROI. By moving to an advanced attribution model from last click attribution model you can find a broader picture of all the customers touch points and get the most out of your marketing campaign. 

• This enables marketers to allocate the budget effectively and drive conversion leading to better budget optimization. 
• Advanced attribution model also allows to improve the performance of campaigns as it provides a broader picture and marketers can also find the interest of people and invest more on the products liked by the customers and get better ROI. 
• It also allows marketers to make strategies that create maximum impact and target effectint campaigns. 

Conclusion

Lastly the advanced attribution model is a powerful model as compared to last click attribution model as it provides a broader picture of whole customer journey and marketers can find the interest of customer with this model and with the help of this model markets can find all the touchpoints of the customers and find more opportunities to drive traffic and ROI. 

This model can improve marketing campaigns, generate more revenue and it can also help markets to stay competitive in today's complex world.