Model This: Baseline Attribution Modeling in Google Analytics
Ashton Howe  /  
November 1, 2017

The Google Digital Marketing (GDM) stack is a powerful tool for marketing leaders who need to deeply understand their customer environment. We’re looking at six ways – from the basic to the beta – that your team can delve deeper into customer insights via attribution modeling.

 

Baseline Attribution Modeling in Google Analytics (Free)

 

Google Analytics (Free) offers seven attribution models that can be quickly applied across your repository of Analytics data. This lets you generate and compare different attribution views on the fly, so you can adapt the model to fit diversified tactics. Baseline Attribution Modeling in Google Analytics (Free) is a great way to test the waters of attribution with your current Analytics data. You can explore which models work best for your business use cases, and experiment with reporting and optimization based on this exploration. This provides you with a very clear opportunity to scope for best use cases internally, prior to committing to a larger scale solution.

 

The seven available models in Google Analytics (Free) are:

 

  • Last Touch Attribution Model
    Assigns 100% of conversion credit to the last touch point in a conversion path. This is the default model applied in Google Analytics multi-channel funnel reporting. It is a beneficial model for advertisers who want to measure performance for closing engagement, and is the legacy standard for attribution modeling.

 

  • First Touch Attribution Model
    Assigns 100% of conversion credit to the first touch point in a conversion path. This is a beneficial model for advertisers who want to measure performance for top and mid funnel initiatives (e.g. Prospecting or Brand Awareness campaigns).

 

  • Linear Attribution Model
    Assigns equal conversion credit to all touch points in a conversion path. This is a beneficial model for advertisers who view all marketing initiatives as equal contributors, and is a great introduction to multi touch attribution.

 

  • Time Decay Attribution Model
    Assigns incrementally more conversion credit to the touchpoints that are closest in time to the conversion. This is a beneficial model for advertisers who want to measure performance for bottom funnel-heavy initiatives.

 

  • Position Based Attribution Model
    Assigns 40% of conversion credit to the first touchpoint, 40% of conversion credit to the last touchpoint, and distributes the remaining 20% of conversion credit across all middle touchpoints. This is a beneficial model for advertisers who want to measure the synergistic impact of top and bottom funnel initiatives.

 

  • Last Non Direct Click Model
    Assigns 100% of conversion credit to the last non direct touchpoint in a conversion path. This is a beneficial model for advertisers who want to measure bottom funnel paid and organic campaigns, while deprioritizing Direct as a channel.

 

  • Last AdWords Click
    Assigns 100% of conversion credit to the last Google AdWords click in a conversion path. This is a beneficial model for advertisers who want to measure performance for bottom funnel AdWords campaigns.

 

All of the baseline options are better than not having any attribution at all and they’re great for a business just getting started. But to really make your data work, you’re going to have to dig a little deeper.

 

Next up, we’ll look at custom attribution modeling using Google Analytics.

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