By: Scott Ginsberg

Дата публикации: 01-07-2019 22:07:14

HUGE question, thanks for sharing. Glad we're talking about this.
Wanted to throw in my $0.02:
The answer depends on a variety of factors. Your marketing mix, product or service offering, structure of your website, and checkout flow, among others, will determine what’s the best attribution model for your company.
In terms of Google Ads, though, it’s a lot simpler. There are a couple wrong answers: Last-Click and First-Click attribution. They provide extremely limited views of how your marketing efforts are working.
If you’re pushing a lot of branding elements and bottom-funnel marketing tactics, you may want to run a position-based model, which will add more weight at the beginning and end of the customer journey.
For brands with a very long consideration period, you may want to run a linear model and open up your attribution window, which will distribute weight more evenly along all of the Google Ads marketing touchpoints a user will hit. This lets you gain more insight into how to build a more holistic funnel.
Anyway, we blogged about this today, if you'd like to learn more: https://bit.ly/2Lwshh5
Hope that helps! See ya

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