Last-touch attribution: This is the last touchpoint a visitor makes before the conversion. The direct channel would receive all of the credit for the conversion or sale. Multi-touch attribution: In this model, credit is spread evenly across all touchpoints in the conversion path. In this example, paid search, social network, email, and direct channels would each receive 25% credit for the conversion or sale. Time decay attribution: With time decay, credit is given out incrementally, and the touchpoints closest to the end conversion or sale receives the most credit. In this example, direct and email channels would receive the most credit because those were the last events that happened before the conversion or sale. Last non-direct click: This is when all direct traffic is ignored and 100% of the credit goes to the channel that the customer engaged with before the sale. So in this case, the email channel would be given all the credit. Last AdWords click: This model, specific to Google AdWords, gives the last AdWords click all the credit for the conversion or sale. In this situation, it’s the first and only click in Italy Phone Number List the paid search channel. Position-based: This is where 40% credit each is given to the first and last interactions and the remaining credit is split between the middle interactions. In this example, the paid search and direct channels would receive 40% credit each and the social and email channels would receive 10% credit each. With these seven formats of crediting your PPC attribution channels, you can get a more accurate picture of each attribution and the impact they each had on converting your visitors. Closing Thoughts Understanding your PPC attribution game can help you maneuver through the mess of data and separate the winners from the losers. You can better understand exactly where your visitors came from and which campaigns generated the most ROI.
