Conversion attribution using an attribution model

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Let's assume someone comes to your online store via a Google Search Ad and makes a purchase there, meaning they convert. The question then arises as to which channel this conversion should be attributed to. The Google Ad may have been the last touchpoint before the purchase, but was it also the touchpoint that led to the purchase decision? Google Search Ads in particular are often not solely responsible for a purchase, but simply the last touchpoint. For example, the user may have seen a product in an Instagram ad, is interested in buying, but doesn't buy immediately because they don't want to complete the purchase on their mobile phone. So they remember the brand name and product and want to complete the purchase later on their laptop. To do this, they google the product and are taken to the store via the Google search ad.

There are various attribution models for attributing a conversion to a specific channel in the customer journey. To explain them, let's imagine the following customer journey:

Example of a customer journey
In the next diagram you can see the different attribution models that are available to you for conversion allocation:

Overview of attribution models
Attribution models can be used to attribute conversions between different channels, as well as to attribute conversions within a channel, for example, between different ads. However, if you want to view the cross-channel customer journey, you'll need an external attribution tool. We'll now go through the models one by one:

Last click
Last -click attribution, also known as last-click attribution, is a one-touch attribution model. Here, the entire value of the conversion is attributed to the last touchpoint before the purchase—in our example, Google Ads. Interactions tunisia phone number data with other channels or ads before the conversion are not taken into account. This model is often the default setting in tools. The advantage of this model is, for example, that when used within a channel, it makes it easy to see what works well and what doesn't—i.e., which ads lead to an immediate purchase.

Last Click Attribution in Performance Marketing
First click
First -click attribution is the exact opposite of last-click attribution. This is also a one-touch model – the entire conversion value is attributed to the first touchpoint in the customer journey, in our case, YouTube. All further user interactions are ignored. This model is particularly suitable for a focus on brand awareness, as it allows you to clearly identify the channel through which your customers became aware of your brand and entered the funnel.

First Click Attribution
Linear
Linear attribution is

Lineare Attribution - Multi-Touch-Attribution
Timeline
Here, touchpoints that are closer in time to the conversion are given greater weight than those that are further back. This means that the closer in time to the conversion, the higher the percentage of the conversion value assigned to a touchpoint. In this example, Google Ads receives the highest conversion value, while YouTube receives the lowest. Essentially, this means that touchpoints that are closer to the purchase are considered more responsible for the purchase.