+4 votes
by (2.2k points)
Which attribution Model do you use for a brand new search campaign, and why? Also which model do you use for a brand new display campaign?  
Which attribution Model do you use for a brand new search campaign, and why?

2 Answers

+1 vote
by (16.1k points)
Contra question: Which attribution model is available in AdWords for Display campaigns?  
by (1.5k points)
@raynell9 lol
by (16.1k points)
@durrett7 lol is not an attribution model  
by (1.5k points)
@raynell9 Of course it is! The third letter is a capital I: Likely Only Imaginable
by (4.6k points)
@raynell9 Display conversions are always based on last click, no matter what the conversion is set to. Non last click models are only applicable for Search campaigns.  
by (16.1k points)
@ology 100% correct answer ✔️ PS. It's always nice to see thinking people .  
+3 votes
by (6.7k points)
Attribution is at the account level so available (and consistent) for all campaign types. The right answer is subjective. Do you want to know (and have smart bidding optimize for) the influencers (first/middle) touch or the last thing that got them over the line? Depends on your goals, whether you’re relying on it to tell you how many leads came in for a client on a given day, etc. I’d choose what helps you best optimize to your goals in google ads and then do attribution model comparisons in google analytics to better understand the how the attributed credit changes when you swap models.  
by (4.6k points)
@luedtke42 one correction. Display and video are only going to report based on last click.  
https://support.google.com/google-a...hl=en
by (6.7k points)
@ology thanks for pointing that out. I’m in the search playground most of the time so that’s good to know.  
by (4.6k points)
@luedtke42 they may one day be able to roll display/YT into multi click models, but if so, it's likely several quarters away.  
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