Attribution models & windows and their roles in advertising are what we will be discussing in today’s article.
What is an Attribution Model?
Types of Attribution Models
Linear Attribution Model
Time Decay Attribution Model
First Click Attribution Model
Last Click Attribution Model
Let’s say Sabrina is scrolling through her Instagram feed and see an ad for a skincare product that grabs her interest. She clicks on the Instagram ad, checks out the skincare company’s site, reads about the product, and leaves.
She then spends the next few days researching more about it by watching Youtube videos and reading Google reviews. Sabrina finally decides that it’s the right product, and since she already knows the brand name, she fills out the URL and goes to the site to make a purchase.
In the case of the Last Click attribution model, the conversion would be credited to Direct Traffic. It’s a great model to determine which channels drive the most conversions.
Last Non-Click Direct Attribution Model
This alternate model shouldn’t be mixed up with the Last Click attribution model. The Last Non-Click Direct attribution model will give credit to the last touchpoint that isn’t direct!
A simple example would be: someone seeing your Display Ad and clicks on it but doesn’t make a purchase. But the next day, they type in your website URL and convert. Your Display Ad would then get the credit in the Last Non-Click Direct attribution model.
This model helps find marketing triggers that drive direct traffic.
Position-Based Attribution Model
Data-Driven Attribution Model
The Data-driven attribution model enables advertisers to map out their touchpoints precisely, based on customer behavior and data.
Google states that you need to have a minimum of 3,000 ad interactions in supported networks, and a conversion action needs to have a minimum of 300 conversions in a 30-day span.
Here is a detailed example explaining how this model works by Google:
What is an Attribution Window?
An Attribution Window is defined as: the duration of time between when a person viewed or clicked on your ad and took an action. It’s the period an advertiser can attribute a view that led to a conversion.
Sometimes there’s a gap between when a user sees an ad and completing a conversion. For example, seeing a Pinterest ad for a meditation app on the bus to work in the morning and downloading it in the evening after they got home.
Attribution windows can track clicks, impressions, and more. That way, advertisers can properly assign credit to the right channel instead of categorizing them as organic traffic. It provides advertisers a better understanding of ad spend and performance.
Your campaign objective would determine the length of your attribution window. Typically, brand awareness campaigns have shorter windows that are based on impression. Conversion-based campaigns would require a longer window to track the customer’s touchpoints from beginning to end.
Here is a quick look at the current attribution windows on the most popular channels:
The Importance of Cross-Channel Attribution
Summary of Attribution Models & Windows
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