Paid Advertising Attribution Models

This article explains what Paid Advertising Attribution models are and explores how they impact marketing reporting.

What are Paid Advertising Attribution models?

An attribution model is the rule, or set of rules, that determines how credit for sales and conversations is assigned to touch points in conversion paths. Each platform has their own set of attribution rules which we explore in more detail below.

Google (April 2021): An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points in conversion paths.

For example, the Last Interaction model in Analytics assigns 100% credit to the final touch points (i.e., clicks) that immediately precede sales or conversions.‍

Google Attribution Model

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Facebook state (April 2021): Attribution models determine how credit is given to touch points for a conversion. Attribution windows specify which touch points you want the attribution model to consider.

The attribution window you select will be used to determine how long before a conversion the attribution model should look for touch points to give credit.‍

Facebook Attribution Model

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Please note that each platform (such as Facebook/Google Ads/Shopify) uses their own attribution model. The results presented are taken directly from the respective platforms. While we do our best to ensure the performance marketing data we monitor is accurate and useful, a suggestion is to have an internal system “source of truth” such as the P&L or Shopify data to compliment the analysis of platform results.‍

Want to learn more? Reach out to the GRAVITATE team today for a chat.



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An attribution model is the rule, or set of rules, that determines how credit for sales and conversations is assigned to touch points in conversion paths.