Last week Google introduced its Attribution Modeling Tool to DoubleClick for Advertisers (DFA), and yesterday announced its general availability to all users. No additional setup is necessary, as modeling data is pulled from existing ad campaigns running in DFA.
The Attribution Modeling Tool is accessible from within Multi-Channel Funnels, and includes six standard models (see graphic) and the ability to create custom models).
The standard model is a the "last-click wins" model called Floodlight, which gives 100% of credit to the last click, or the last impression if no click is present in the path.
Google calls it a useful baseline for comparison with other models, but Google gives little credence to the last-click model. Google in June introduced the Path to Conversion (P2C) Report for DFA, aimed at better charting that conversion path. Google and Econsultancy found that the last-click method is used by 54% of client marketers and agencies owing to its relative simplicity, but is seen as least effective among various methods. Just 69% find it to be either very (14%) or somewhat (55%) effective, while 92% find linear attribution to be either very (23%) or somewhat (69%) effective, and roughly the same proportion feels that way about the unique methodologies they are using.
The other standard attribution models available in DFA:
- Last Interaction (versus "last click") which gives the last touch point 100% of the credit for the conversion.
- First Interaction, which gives the first touch point 100% of the credit for the conversion, useful in understanding which campaigns create initial awareness for your brand or product.
- Linear, which gives each touch point in the conversion path equal credit for a conversion. This "it takes a village" approach can help an advertiser when a campaign is designed to maintain contact and awareness with the customer throughout an entire sales cycle.
- Time Decay, which gives most of the credit to touch points that were closest in time to the sale or conversion. Useful for campaigns with short sales cycles (e.g., promotions).
- Position Based, which assigns 40% of credit to the first interaction, 20% to the middle interactions and 40% to the last interaction. Can be used to adjust credit for different parts along the customer journey (e.g., early interactions that create awareness and late interactions that close sales).
The custom models can enable you to answer specific questions using rules based on interaction type; position; time; placement; and search data, to better account for specific campaign objectives.