pdf 2 MB
12 years delivering excellence
Join a global community
Toolkits, content & more
Attribution modeling involves understanding where a channel fits or where a clean keyword fits in the conversion journey.
What we do in Google Ads is in the top, in the attribution section of the main menu in the top, we can use our model comparison tool to see what our cost per conversion looks like when we change the different conversion models.
Suppose we’ve created a bunch of awareness campaigns. We can’t use last click conversion for these campaigns because they’re not the keywords that people use to buy our product. They’re the keywords that people use to enter the funnel to do the research and awareness.
So what we might use for those campaigns is the first interaction or first click model, or we might use position-based. Then with our closing campaigns, the campaigns that we have in the bottom of the funnel, we might use the last click campaigns, so the last interaction campaigns and the last interaction model for those particular campaigns.
The last non-direct click might be for our comparison issues. Last Google Ads click is something to test, but it may not fit within your structure. Linear is always good to look at but it’s rarely a good attribution model to apply to your campaign because it gives mixed results, likewise with time decay.
And then when there’s enough data in your account, you’re able to use the data-driven attribution model, which is Google’s artificial intelligence built machine learning model that looks at historical data, keyword interaction, and a whole load of other indicators to understand what percentage of credit each keyword campaign and ad group might get for the activity that you’re driving. So that is currently online and currently available, but not rolled out to everything just until you get the correct amount of data within your campaign itself.Back to Top
Cathal Melinn is a well-known digital marketing director, commercial analyst, and ecommerce specialist with over 15 years’ experience.
Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specialises in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimisition. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.
Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.
Over his career, Cathal has worked client-Side, in digital marketing agencies and media owners with brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.
He can be reached on LinkedIn here.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
You will not be assessed on this content in your final exam.
ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the key concepts of paid search and demonstrates how to set up a Google Ads account and create a paid search campaign. It explains how to manage a paid search campaign budget effectively and outlines the different methods that can be used to optimize your paid search campaign. It also covers how to measure and report on the success of a paid search campaign.