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Google Brings Search Funnels Attribution Modeling Tool To AdWords

Ginny Marvin on February 3, 2014 at 2:45 pm

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 model Last click: Gives all credit for the conversion to the last-clicked keyword

First Click model icon First click: Gives all credit for the conversion to the first-clicked keyword

Linear model icon Linear: Distributes the credit for the conversion equally across all clicks on the path

Time Decay model icon Time decay: Gives more credit to clicks that happened closer in time to the conversion

Position Based model icon 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.

About The Author

Ginny Marvin

Ginny Marvin is Third Door Media's Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.