Other businesses, however, that SEO click could be almost completely irrelevant. Their customers take a long time to mature into leads or sales, so it’s really that final retargeting ad click that is the deciding factor. Or, it could be anything in between. This is why choosing the right attribution model is so important. If you’re making marketing decisions based on which channel produced the last click before conversion when it’s really the first click that matters, you can end up putting a lot of time and effort into the wrong channels.
Google Analytics Attribution whatsapp database Models With all of that in mind, let’s take a look at some of the different attribution models you can use. To keep things simple, we’ll focus on the attribution models available in Google Analytics, but most analytics platforms offer similar options. Here is a quick breakdown of the models we’re going to cover: We’ll refer back to this image throughout this article, so I’ll quickly explain how to read this chart. In a nutshell, different columns represent clicks over time. The dark orange column is the click that gets the most credit for producing a conversion.
Simple enough, right? Let’s take a look at each of these models and how they work. LAST CLICK The first attribution model we’re going to talk about is also the most commonly used. Why? Because it’s the default attribution model in Google Analytics and—as we’ve already mentioned—most marketers don’t take the time to think through their marketing funnel and select the right model for their business. Last Click models are also referred to as “Last Touch” or “Last Interaction” and they attribute 100% of the credit for a conversion to the last channel that drove that user to the website before a conversion.