Question

Why do you think the attribution model 'last Google ads click' is available is Google analytics but not Google ads? Seems to me this is the model Google should want all advertisers to follow; all credit going to Google ads spend. Seems strange you can't set conversions to it in Google ads?  

Answer 1

The thing is that if your conversion happens within the conversion window, which normally is set to 30 days, the conversion will give cred to the campaign involved in the conversion: no matter where in the funnel it happens. Basically if someone makes a purchase on your sita and has clicked on a google ad within the past 30 days- that conversion will show in your google ads account. You click on a google ad- dont buy. 3 days later you click on a facebook ad and buy. You will see 1 conversion in your google ads account, but also one in your facebook account. Even though there were only 1 conversion in total.  

Comments

@tussle4 wrong.  

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Google ads will only get credit if attribution model allows it. If you select first click model in Google ads, for example, your Google ads would not get credit for a subsequent involvement in the funnel

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The google ads attribution models only decides which ad in your account that will get the credit.  

Answer 2

It have

Answer 3

What are you talking about there's a "'last Google ads click" attribution model in Analytics? There is no such thing. EDIT - yes there is! This is BRAND NEW. And I haven't heard any announcements at all about this .  

Comments

@isleana118  

Answer 4

Why do you think the last google ads click in analytics, is different from the last click attribution model inside of google ads?  

Comments

@constringe probably easiest if you read this  
https://support.google.com/analytic...hl=en

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@constringe because presumably it will only allow attribution to Google Ads. This is literally the stupidest metric anyone could have come up with. "this model shows attribution if only one conversion source were possible" aka "we're modeling this in a way deliberately not reflective of the real world", what a waste of space. Unless I'm seriously missing the point here .  

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If the last click is not Google ads, Google ads will not receive any credit in 'last click' attribution model

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@isleana118 you are missing the point. It shows the total conversions that included a Google ads click at some point in the conversion funnel

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@jute79 and what do we do with that data?  

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Use it to optimise your campaigns. If you know which campaigns, ad groups, keywords contributed to a conversion at some point, you are more informed. Linear shows you this information also but is more diluted in conversions with high # of touch points

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@jute79 na I think @isleana118 has a point here, the link you, Paul, sent me, says that I will skip what the actual last click before a conversion was and attribute it to the last google ad they clicked on

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Sorry @constringe I can't see the bit you mention. What am I missing? Here is the part I'm referring to: In the Last Google Ads Click attribution model, the last Google Ads click—in this case, the first and only click to the Paid Search channel —would receive 100% of the credit for the sale

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@jute79 in the example they list for that the user clicks and ad, then clicks from social media, then comes from an email campaign and then directly goes to the site, which that is the visit that they actually convert. So you could argue the google ad was not the marketing piece that caused the conversion since it required 2 more marketing efforts before a conversion occurred. And yet the last google ad click model would skip attribution to the other marketing efforts

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Correct. However, you are looking at this perhaps too literally. Which source should get the credit? First? Last? All equally? Attribution models should be used to give you perspective on data. This model last Google ads click simply shows me: if I have 1, 000 conversions, how many of those involved a Google ads click at some stage?  

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@jute79 yeah this comes down to preference. I, and my clients, don’t care about what conversions had a google ad involved, we care which marketing effort was the closest to the sale.  

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@jute79 your original question of conversion attribution, is available in google ads and would work like the last google ads click in google analytics. You would just have to set up separate conversion tracking inside of google ads

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@constringe in Google ads > conversions > settings > attribution models > last Google ads click is not available

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@constringe fair enough

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@jute79 “google ads last click” is not available in google ads because google ads accounts only track google ads. The attribution model “last click” inside of google ads is the same thing as “google ads last click” it’s just in google analytics you can track things other than ads.  

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What @constringe said ;)

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@constringe +1

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@constringe I don't think that is correct. In Google ads, last click will credit Google ads with 100% when Google ads is the last click. In Google analytics, last Google ads click will give 100% of the credit to Google ads when it features at any step in the users conversion funnel.  

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@jute79 no, it is the same because google ads will not take into consideration the rest of the funnel. As soon as someone clicks the ad, google ads tracking will put a tracker in the user, if they convert within 30days or the window set, they will mark it as a conversion on that ad, regardless of other steps. That’s the exact same recording as “google ads last click”

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@constringe hmm, not sure I agree with your interpretation. But thanks anyway.