Google Brings Search Funnels Attribution Modeling Tool To AdWords
Google announced it is adding a Search Funnels Attribution Modeling Tool to AdWords to help marketers better understand how AdWords campaigns are part of the sales funnel.
Advertisers can look at five different attribution models in AdWords and compare up to three attribution models simultaneously to analyze keywords, ad groups and campaigns that are contributing to the funnel, but aren’t represented in last click conversions.
The five attribution models in the new tool are:
Last click: Gives all credit for the conversion to the last-clicked keyword
First click: Gives all credit for the conversion to the first-clicked keyword
Linear: Distributes the credit for the conversion equally across all clicks on the path
Time decay: Gives more credit to clicks that happened closer in time to the conversion
Position-based: Gives 40% of credit to both the first- and last-clicked keyword, with the remaining 20% spread out across the other clicks on the path
According to the post, AdWords advertisers should “Stay tuned” for more attribution-related features. The new tool is rolled out globally.