Your website was built to do one job: convert visitors to paying customers. Google's changes in attribution modeling allows digital marketers to determine the value of paths that lead to a conversion. By utilizing attribution correctly, you can get a much closer look at the kinds of marketing that your customers respond to, what this means to your marketing and how to best use each model based on your goals.

As Bjorn said during the webinar, "...over the past year there have been more changes to attribution modeling and options than in the previous 10 years. This creates a lot of opportunities and also a lot of confusion..." We held this webinar to help increase education, diffuse confusion and get a good discussion going. 

“We have a long customer journey with many touchpoints. Our customer journey is long; however, they can’t start this long journey until they first know about us and visit our website. I want you to focus some budget in ensuring users enter our funnel. Can you accomplish that task?”

Attribution models are mathematical formulas that let you give credit to user touchpoints along their journey from discovering your company to becoming a loyal customer.

The problem of attribution isn’t the models. 

I recently met with a prospective client whose company spends a lot of money buying clicks from Google and Bing.  She came to us by recommendation from one of our clients and was very frustrated from what she described as a series of “bad agency experiences”. Her company had been spending more and more buying clicks from Google and Bing, but revenue had stayed flat and the cost of that revenue had gone up.  Here’s the conversation we had as a way to share a very common dialog Finch has with new clients about attribution modeling.

In the last blog, Rylea Sloat did a great job of summarizing AdWords attribution and how it can change the performance of the campaigns. If you haven’t read it yet, start there and then come back to read about how attribution modeling impacts the performance of branded terms.

First, let’s start with a quiz about attribution modeling. The below diagram shows three different click paths. For each click path which click is credited with the conversion? Of course the answer is “It depends.” 

Attribution modeling has been around for some time now and most digital marketers have utilized or, at the very least, heard about this buzzing concept. As online advertising continues to evolve, so does our ability to capture new data; but how you use that data will set you apart from the rest. 

The idea of Adwords attribution is to be able to attribute conversions to multiple conversion actions or touch points in a purchase path. This allows you to be able to influence customers earlier in the clickstream and better manipulate the allocation of your spend based on what ads and keywords the user engages in before purchasing.