Attribution in Google Ads is all about assigning credit to the interactions a customer has with your ads before they complete their action, like making a purchase or signing up for a newsletter.

It might sound serious and even a bit confusing, so here’s an analogy: imagine you and your friends are baking a cake. One person mixes the batter, another puts the cake in the oven, and you decorate it with frosting. When someone sees it and says, “This cake is amazing,” who should get the credit for making it?

Attribution works just like that—it seeks to determine which ad should receive credit when someone buys something or signs up after seeing your ads. Understanding attribution in Google Ads will help you make smarter decisions on where to put your money. If you’re looking for professional assistance, you can explore PPC services in Hyderabad to guide you.

Types of Google Ads Attribution Models

There are six main types of attribution models in Google Ads. Each one takes a different approach to dividing credit for your results. The best one depends on your goals and how customers interact with your ads.

  A. Last Click Attribution

This is the simplest model, where all the credit goes to the last interaction before the conversion. So, if somebody clicks on several ads but makes a purchase after clicking the last one, the last ad gets all the credit. While it’s straightforward, it doesn’t consider the earlier ads that may have contributed.

  B. First Click Attribution

This model switches things up and gives credit to the first interaction. If somebody saw your ad for the first time and got interested but only bought it later, the initial ad would get the credit. It is important to identify the starting point of a customer’s journey, but it doesn’t account for what happens afterwards.

  C. Linear Attribution

The linear approach is a balanced approach that spreads credit equally across the different interactions leading up to the conversion. It says every ad played an equal role in leading the customers to reach a decision. This may seem fair but does not highlight which interaction actually had the most impact.

  D. Time Decay Attribution

Here, the closer the customer’s interaction is to the conversion, the more credit it gets. For example, an ad seen one day before the purchase was made would get more credit than one seen three days before.

  E. Position-Based Attribution

This is a “the first one got their attention, and the last one helped seal the deal” type of attribution. It favours the first and the last interaction and attaches less value to everything else in between.

  F. Data-Driven Attribution

This one is the most advanced option. This model uses Google’s AI to analyze your data and give credit based on what influences your customer. It is an accurate analysis and is specific to your campaigns.

Conclusion

Marketing is about learning, adapting, and, of course, driving conversions. Understanding how Google Ads attribution works will help you get the most out of the money spent on ads. You should Partner with a reliable pay-per-click agency in Hyderabad to give you an edge and help you achieve your advertising goals. Connect with Samskriti Business Solutions today.