
Google Analytics attribution models
Today, it’s incorrect to define a single touchpoint as responsible for one or more conversions. To address this issue, Google offers attribution models to determine the best conversion paths across various marketing operations.
1 – What is an attribution model?
An attribution model helps measure the contribution of different web marketing operations and, therefore, reveals the sources of recorded conversions.
Attribution models illustrate conversion attributions, meaning that a conversion is attributed to a specific action. In other words, it’s a framework that allocates weights to different marketing channels. The framework is the model, and the weights represent the attributions; the weight is given to the marketing operation that helped generate conversions.
An attribution model is based on hypotheses about the customer’s user journey. The marketing team uses Google Analytics data and their instincts to create the most suitable attribution models. It’s not a tool for finding exact answers, but it helps make good estimates to better guide future marketing actions.
2 – How to use them?
There are many existing attribution models you can draw inspiration from, but you can also create them from scratch.
For example, for a paid campaign across various platforms (Google, Instagram, Facebook), you could use the following models suggested by Google. These illustrate some classic attribution models.
Each bar represents different touchpoints between the brand and the user. The distribution of their size shows the most important touchpoints, that is, the ones where the user is most likely to take action or convert. If this is the case, that touchpoint gets attributed the conversion.

Last Click: The user converts only on the last click.

First Click: The user converts from the first click.

Last Non-Direct Click: The user acts on the second-to-last click.

Linear Attribution: Equal weight is given to each touchpoint.

Time Decay Attribution: User involvement increases with each touchpoint until the conversion.
These are just examples. You can create your own attribution models according to your needs. There are already dozens available in your Google Analytics. By using the data collected and some ingenuity, you can find or create the attribution models that best fit your reality.

This view represents the attribution model section in Google Analytics. After implementing different models, you’ll find the collected data here according to your attribution strategy.
3 – What results can you expect?
Attribution models are complex tools used to identify the performance of touchpoints in conversion paths. The advantage is that you can adjust your marketing strategy to focus resources more effectively. The downside is the arbitrary nature of these models, which rely on the beliefs and good judgment of the marketing team. Today, there are limited ways to precisely measure the return on investment of marketing campaigns. Brands can try to determine where new customers come from by asking them directly or through an optional survey. Unfortunately, only a small portion of customers take the time to answer these questions. Attribution models allow you to dig deeper into your own results and draw conclusions about both strengths and weaknesses.
At Kryzalid, we ensure that we stay up to date with Google Analytics certifications to better serve your projects. We will closely monitor your marketing operations and make sure to create and maintain important touchpoints with your audience.
Sources
Livre Blanc Attribution Management : entre technologie, marketing et statistique
Illustration : Business vector created by freepik – www.freepik.com