What’s the difference between the ‘Last Click Model’ and the ‘Data-driven Attribution’ in Google Ads, and should I make the switch?

Should You Make The Switch Between the ‘Last Click Model’ and ‘Data-driven Attribution Model’ in Google Ads

Google is committed to providing their advertisers with the best experience possible. However, with recent changes to the Google Ads platform, many marketers are wondering if they should be making the switch from the “Last Click Model” of attribution to “Data-driven Attribution”.

In this article, we’ll discuss what data-driven attribution is and how it can help you optimize your advertising campaigns. We’ll also discuss the differences between the two approaches so you can make an informed decision.

Iconic Digital is a Google Premier Partner, which means we have the skills and experience to ensure your Google Ads are performing at the optimum level. If you’re unsure about how to implement changes to marketing attribution in Google Ads, then why not speak to a member of our Paid Advertising Team.

What is Data-Driven Attribution?

Data-driven attribution is an Attribution Model that uses machine learning to analyse all the touchpoints in a user’s journey, leading up to a conversion. This model assigns credit to each touchpoint based on its relative importance in the customer journey. By taking into account all the touchpoints, data-driven attribution provides a more accurate picture of the customer journey than traditional attribution models.

How Does Data-Driven Attribution Work?

Data-driven attribution uses machine learning algorithms to analyse the data from a user’s journey. This analysis takes into account all the touchpoints such as ad clicks, website visits, and other interactions. The algorithm then assigns credit to each touchpoint based on its relative importance in the customer journey.

What is the Last Click Model?

The Last Click Model is an Attribution Model where the last touchpoint [or click before the conversion] is given full credit for the conversion. This means that if a user clicked on your ad and converted, the credit for the conversion will be given to that specific ad. This model is the default attribution model in Google Ads and is the simplest model to understand and implement. With the latest updates to the Advertising Platform, Google is now encouraging advertisers to move to the Data-driven Attribution Model.

Why Use Data-Driven Attribution?

Data-driven attribution provides a more accurate picture of the customer journey, which can help you optimize your advertising campaigns. By understanding which touchpoints are most important in the customer journey, you can focus your advertising efforts on those touchpoints and improve your overall campaign performance.

How to Use Data-Driven Attribution in Google Ads

To use data-driven attribution in Google Ads, you need to have enough data to support the model. This means that you need to have at least 15,000 clicks and 600 conversions within the last 30 days. Once you have enough data, you can enable data-driven attribution in your Google Ads account.

Difference between the Last Click Model and the Data-Driven Attribution Model

The main difference between the two models is the way they assign credit to touchpoints. The last click model assigns full credit to the last touchpoint, while the data-driven attribution model assigns credit based on the touchpoints’ relative importance. The data-driven attribution model takes into account all touchpoints and provides a more accurate picture of the customer journey.

Should You Upgrade to the Data-Driven Attribution Model?

Upgrading to the data-driven attribution model can be beneficial, especially if you are looking for a more accurate view of your customer journey. The model provides a more precise understanding of how your ads are performing and which touchpoints are contributing the most to your conversions. However, the data-driven attribution model requires a significant amount of data to function correctly, and it may not be suitable for smaller campaigns with limited data.

In conclusion, the difference between the last click model and the data-driven attribution model is significant. While the last click model is simpler to understand and implement, the data-driven attribution model provides a more accurate picture of the customer journey. If you have the data to support it, upgrading to the data-driven attribution model can help you understand your customer journey better and optimize your campaign accordingly.

Data-driven attribution is a powerful tool that can help you optimize your advertising campaigns by providing a more accurate picture of the customer journey. By understanding which touchpoints are most important in the customer journey, you can focus your advertising efforts on those touchpoints and improve your overall campaign performance. If you have enough data to support it, we highly recommend using data-driven attribution in your Google Ads account.

Need help with your Google Ads Management? Speak to one of our friendly Google Certified Professionals who will be pleased to provide you with a free audit of your Google Ads account.