Attribution determines how conversion and revenue data is divvied up among clicks when it takes a user multiple visits to convert.
According to Nielsen, on average, customers make 6 website visits in the conversion process.
That means that if you are not using an attribution model, you are making some of your decisions on incomplete data. Gone is the world of assisted clicks; now we can automatically divvy up credit among clicks and then use that data to inform our decisions as to what ads are best, what queries should be negative keywords, and so forth.
We put together a short video that examines the models, why you need to pick one, and how to use the model in your AdWords account so that you are working off of a full set of conversion data.
We hope you enjoy the video 🙂
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