AI-generated Key Takeaways
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An attribution model explains how to distribute credit for a conversion across previous interactions.
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Different attribution models distribute conversion credit based on various criteria, including last click, first click, time decay, position, or data-driven methods.
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Several specific attribution models are available, particularly those using Google Search attribution, each with a unique approach to assigning conversion credit.
The attribution model that describes how to distribute credit for a particular conversion across potentially many prior interactions.
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Not specified. |
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Used for return value only. Represents value unknown in this version. |
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Uses external attribution. |
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Attributes all credit for a conversion to its last click. |
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Attributes all credit for a conversion to its first click using Google Search attribution. |
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Attributes credit for a conversion equally across all of its clicks using Google Search attribution. |
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Attributes exponentially more credit for a conversion to its more recent clicks using Google Search attribution (half-life is 1 week). |
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Attributes 40% of the credit for a conversion to its first and last clicks. Remaining 20% is evenly distributed across all other clicks. This uses Google Search attribution. |
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Flexible model that uses machine learning to determine the appropriate distribution of credit among clicks using Google Search attribution. |