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Your attribution model can tell you a lot about the purchase intent of your customers at various stages and the search terms they use. This then demonstrates which stage(s) of the funnel you may need to spend more on to catch your customers, or which locations in Google’s Display Network to meet your customers at.

There are two attribution models available on Google Ads and Google Analytics 4 which can be used to better understand your audience and your search terms. 

Data-driven attribution model

The data-driven model distributes credit for the conversion based on available data for each conversion event. It's now the default attribution model on Google Ads.

Each data-driven model is unique to the individual advertiser and each conversion event, and it utilises your account's data to calculate the contribution of each click interaction.

Google uses machine learning algorithms to determine how different touchpoints affect conversion outcomes. This takes into account factors such as time from conversion, device type, and number of ad interactions. 

The model then contrasts what happened with what could have happened, informing you with data-driven insights about which touchpoints are the most likely to drive conversions.

Last click model

Your other option is the last click attribution model, which is simpler than data-driven attribution.

The last click model ignores direct traffic and attributes the entire conversion value to the final channel a customer clicked through before converting.

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If you're looking to see which of your channels holds the most influence in the final stage of the buyer's journey, the last click model is helpful.

For more information, and to find out if we’re a good fit for each other, book a demo with one of our Google Shopping Specialists. Or check out some of our other articles and guides.

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