13 Jan Model This: Custom Attribution Model 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.
Custom Attribution Model in Google Analytics
The baseline attribution options we discussed in our previous blog post might not fit your needs for modeling your Google Analytics data.
Luckily, there’s an additional Custom Attribution Model functionality that allows you to create and apply a personalized model instead.
Custom digital marketing attribution gives you the ability to build a rules-based model from the ground up. Then you can assign conversion credit to touchpoints in a way that makes the most sense for your business. Most importantly, you can assign weights to different campaigns and user engagements in a way that reflects your individualized digital marketing initiatives.
For example, you can use Custom Attribution Model to deprioritize or filter out touchpoints based on a specific marketing goal. You can even favor individual channels or creatives based on seasonality. Custom digital marketing attribution also allows you to make adjustments based on previously tested attribution models.
You can modify an existing model, or apply new fields as well, including flexible time decay and an adjustable lookback window. Note that the default is 30 days, and your business may have a shorter or longer customer journey, so be sure to adjust accordingly.
For our sample model, we’ve chosen a seven-day half-life and 90-day lookback window to capture all of the relevant touchpoints on our conversion path.
Custom digital marketing attribution model with Google Analytics is a step beyond baseline modeling. However, there is one limitation you should be aware of: Custom attribution modeling in Google Analytics is click-based only. Therefore, it won’t offer insight into impression value.
To understand impression value, you’ll need to bring in another piece of the Google Marketing Platform – read our next blog post in the series and learn about display attribution modeling using Display and Video 360 and Campaign Manager.