Last Click Model (Default Model)
The current default in Google Ads is last-click attribution. Last-click attribution gives 100% of the attribution credit for the conversion event immediately before it occurs (like a purchase).
When you create a campaign in Google Ads, if you’ve never australia phone number library changed your attribution settings, you’ll always run the last-click attribution model. This is the default setting for Google Ads and Google Analytics.
Yes, last-click is exactly what comes to mind: giving credit for conversions/sales/whatever your goal is for the last-clicked keyword or ad, etc.
For example, even if you served 10 separate ads to the same person, if the display ad converted to your remarketing campaign, that display ad would still get the credit for the sale.
Here are the steps: The user finds you through unbranded search. They read the blog post you shared on social media. They find you again through unbranded search. They then type your URL directly into their browser and convert. In short, conversions happen when people are ready, which is usually when you have established solid brand awareness. This will get people to type your link directly and convert.
However, when you go back to analyzing channel data, this model is not very useful. It shows that all of your social, advertising, etc. channels are being sucked up by the last click. This can lead to reduced budgets across channels and fewer conversions.
#2:
First Click Model
First-Click-Model
Like the last-click model, the first click gives credit to the channel or keyword that first brought traffic to your site.
For example, let’s say you’re running a standard search campaign targeting a keyword for your industry.
You generate a click, but the user decides not to buy from you today. So you run a remarketing ad to them through search again and get another click. In your data and analytics, you’ll see credit given to the first keyword they engaged with.