08 Jan Model This: Baseline Attribution Modeling in Google Analytics
The Google Marketing platform is a powerful tool for marketing leaders who need to understand their customer environment on a deeper level. In our Model This blog series, we’re looking at six ways that your team can delve deeper into customer insights via attribution modeling in Google Analytics.
The free version of Google Analytics offers a solid base of attribution models to choose from. Still, your business may need to consider the pros and cons of custom attribution modeling, which is available in the enterprise-level solution, called Google Analytics 360.
Baseline Attribution Modeling in Google Analytics
The free version of Google Analytics offers seven attribution models that you can apply across your repository of Analytics data. This lets you generate and compare different attribution views on the fly, so you can adapt each model to fit specific tactics. Baseline Attribution Modeling in Google Analytics is a great way to test the waters of attribution with your current Analytics data. You can explore which models work best for your business, and experiment with reporting and optimization based on the results. As a result, you’ll have a clear opportunity to scope for best use cases internally, before committing to a large-scale solution such as Google Analytics 360.
Here are the seven attribution models to choose from in Google Analytics:
Last Touch Attribution Model– Assigns 100% of conversion credit to the last touchpoint in a conversion path. This is the default model applied in Google Analytics multi-channel funnel reporting. Best to measure closing engagement and the legacy standard for attribution modeling.
First Touch Attribution Model– Assigns 100% of conversion credit to the first touchpoint in a conversion path. This is a beneficial model for advertisers who want to measure performance for top and mid-funnel initiatives (i.e., Prospecting or Brand Awareness campaigns).
Linear Attribution Model– Assigns equal conversion credit to all touchpoints in a conversion path. This is a beneficial model for advertisers who view all marketing initiatives as equal contributors and is a great introduction to multi-touch attribution.
Time Decay Attribution Model– Assigns more conversion credit incrementally to the touchpoints that are closest in time to the conversion. This is a beneficial model for advertisers who want to measure performance for bottom funnel-heavy initiatives.
Position-Based Attribution Model– Assigns 40% of conversion credit to the first touchpoint and 40% of conversion credit to the last touchpoint. Distributes the remaining 20% of conversion credit across all middle touchpoints. Measures the synergistic impact of top and bottom-funnel initiatives.
Last Non-Direct Click Model– Assigns 100% of conversion credit to the last nondirect touchpoint in a conversion path. This is a beneficial model for advertisers who want to measure bottom-funnel paid and organic campaigns, while deprioritizing Direct as a channel.
Last Google Ads Click- Assigns 100% of conversion credit to the last Google Ads click in a conversion path. This is a beneficial model for advertisers who want to measure performance for bottom-funnel Google Ads campaigns.
All of the baseline options allow you to discover how changing your attribution model can support your digital marketing initiatives. Google Analytics, specifically, is an excellent entry-level analytics solution for a business that is just getting started.
But to really make your data work, you’re going to have to dig a little deeper, and we recommend investing in Google Analytics 360 instead. Want to learn about some of the other main differences between Google Analytics and Google Analytics 360? Check out our comparison blog post here