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.
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.
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:
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.
Above the performance summary graph, you'll see a button for Columns. Click it.
The Available columns list contains many options. Go to Custom Conversions and click on Google Analytics.
There's a button simply called Create a new column. After clicking it, you can then name the column.
Just click the pencil icon next to the column. You can edit the name if needed.
(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.
(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.
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:
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.