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Google Analytics: How to Change Attribution Models

Posted at Sep 12, 2019 10:19:00 AM by THAT Agency | Share

It's relatively easy to change your Google Analytics attribution model. This can allow you to measure campaign attributions much more precisely. The first few times you go through this process, use this step-by-step list. Pretty soon, you'll be able to do it from memory.

Google Analytics Attribution Model | Campaign Attribution | THAT Agency of West Palm Beach, Florida

 

After the list, find a description of the 8 different types of Google Analytics attribution models. This can help you understand the fundamentals of each different attribution model and how it assigns credit to different touchpoints along a customer's conversion path.

Changing Your Attribution Model in Google Analytics

Be aware that using an activity column in a bid strategy requires you to stick with Last Click attribution for that column. Last Click can have its limitations, which is why adopting other models can reveal more information for campaign attributions. At the same time, it's widely used and provides a level of standardization that's still crucial. As any model, it has its pros and cons.

To change your Google Analytics attribution model for an activity column, do the following. This can be done for existing columns as well as new ones:

 

1. Go to the reporting table.

To do so, look at the left navigation panel, and click on All accounts. Click the navigation bar and you'll see your navigation options.

You'll then go through a few lists. Select the appropriate Agency, Advertiser, Account, and Campaign from the four correspondingly named lists.

Then click Apply. You can also simply press the Enter key.

You'll find yourself at a campaign page. From here, click on the tab marked Keywords. That shows you the reporting table.

 

2. Click the button for Columns.

Above the performance summary graph, you'll see a button for Columns. Click it.

 

3. Click on Google Analytics.

The Available columns list contains many options. Go to Custom Conversions and click on Google Analytics.

 

4a. If you're creating a new column, click the aptly named button.

There's a button simply called Create a new column. After clicking it, you can then name the column.

 

4b. If you're editing an existing column, click on the pencil.

Just click the pencil icon next to the column. You can edit the name if needed.

 

5. Use this step for Google Analytics transactions reporting.

(Use step 6 for Google Analytics goals.)

Select a choice from the Metric list. This is what the column reports to you. You'll see options for GA transactions and GA revenue.

Select a choice from the Attribution model list. If the only option offered to you is Last Click, then you need different Search Ads 360 permissions to create a new model. Contact your agency or advertiser manager.

Click Save when ready.

 

6. Use this step for Google Analytics goals reporting.

(Use step 5 for Google Analytics transactions.)

The column editor will feature a list called Google Analytics goals. This features all goals created under the Analytics property if they're also linked to Search Ads 360. Use this to select the goals that will feature in the column.

Select a choice from the Metric list. Choose whether you want GA goal completions or GA goal value to be reported.

Select a choice from the Attribution model list. If the only option offered to you is Last Click, then you need different Search Ads 360 permissions to create a new model. Contact your agency or advertiser manager.

Click Save when ready.

 

The attribution model you applied (in step 5 or 6) will cover all activity in the column for the past two months, as well as all activity in the future.

What Are the Default Google Analytics Attribution Models?

Changing your attribution model in Google Analytics is pretty straightforward once you get used to those steps. Which model should you change to, though? There are eight types of attribution models that can be chosen in Google Analytics. These definitions will help you understand what each measures:

 

  1. Last interaction
    More often called Last Click or Last Touch, the model gives 100% of the credit for a conversion to the most recent interaction in a user's conversion path. This is the default model for multi channel funnel reports and is required when using an activity column in a bid strategy.

  2. First interaction
    More often called First Click or First Touch, the model gives 100% of the credit for a conversion to the first interaction in a user's conversion path.

  3. Linear
    This gives equal credit to every interaction in a conversion path.

  4. Time Decay
    This gives credit to all interactions, but not equally. The latest interaction gets the most credit, with each prior interaction getting slightly less credit until the first click receives the very least.

  5. Position Based
    This gives 40% of the credit to the last click, 40% of the credit to the first click, and the remaining 20% is spread out across all the interactions between them.

  6. Last Non-direct Click
    This is just like Last Click, except the click that gets all the credit is the last non-direct one. This is the default model for non-multi channel funnel reports.

  7. Last Ad Click
    This is just like Last Click, except the click that gets all the credit it the last Google Ads click.

  8. Data Driven
    This model uses an algorithm that assigns credit for conversions to a variety of touchpoints on the conversion path. The algorithm assigns weight to different touchpoints based on data that creates this intelligent algorithm. This model is only available to Google Analytics 360 (i.e., Premium) accounts.

 

Now you know all you need in order to start measuring campaign attribution in different ways. There is obviously deeper knowledge when it comes to attribution models and everything you can do with them. That comes with practice at the steps listed here, or by working with a marketing agency that's well-versed and can teach you where that information should be most usefully applied.

 

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