{"id":12260,"date":"2020-03-12T00:00:00","date_gmt":"2020-03-12T04:00:00","guid":{"rendered":"https:\/\/kryzalid.net\/?p=12260"},"modified":"2024-12-10T14:58:40","modified_gmt":"2024-12-10T19:58:40","slug":"google-analytics-attribution-models","status":"publish","type":"post","link":"https:\/\/kryzalid.net\/en\/web-marketing-blog\/google-analytics-attribution-models\/","title":{"rendered":"Google Analytics attribution models"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Today, it\u2019s 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1 &#8211; What is an attribution model?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">An attribution model helps measure the contribution of different web marketing operations and, therefore, reveals the sources of recorded conversions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Attribution models illustrate conversion attributions, meaning that a conversion is attributed to a specific action. In other words, it\u2019s a <strong>framework<\/strong> that allocates <strong>weights<\/strong> to different marketing channels. The framework is the <strong>model<\/strong>, and the weights represent the <strong>attributions<\/strong>; the weight is given to the marketing operation that helped generate conversions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An attribution model is based on hypotheses about the customer\u2019s user journey. The marketing team uses Google Analytics data and their instincts to create the most suitable attribution models. It\u2019s not a tool for finding exact answers, but it helps make good estimates to better guide future marketing actions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2 &#8211; How to use them?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">There are many existing attribution models you can draw inspiration from, but you can also create them from scratch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/kryzalid.net\/wp-content\/uploads\/2020\/03\/lastck_2_38x34.gif\"><img decoding=\"async\" src=\"https:\/\/kryzalid.net\/wp-content\/uploads\/2020\/03\/lastck_2_38x34.gif\" alt=\"Mod\u00e8le d'attribution : dernier clic.\" class=\"wp-image-17940\" title=\"Mod\u00e8le d'attribution : dernier clic.\"\/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Last Click<\/strong>: The user converts only on the last click.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/kryzalid.net\/wp-content\/uploads\/2020\/03\/firstck_2_38x34.gif\"><img decoding=\"async\" src=\"https:\/\/kryzalid.net\/wp-content\/uploads\/2020\/03\/firstck_2_38x34.gif\" alt=\"Mod\u00e8le d'attribution : premier clic.\" class=\"wp-image-17942\" title=\"Mod\u00e8le d'attribution : premier clic.\"\/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>First Click<\/strong>: The user converts from the first click.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/kryzalid.net\/wp-content\/uploads\/2020\/03\/SNP_2990951_en_v0-1.gif\"><img decoding=\"async\" src=\"https:\/\/kryzalid.net\/wp-content\/uploads\/2020\/03\/SNP_2990951_en_v0-1.gif\" alt=\"Mod\u00e8le d'attribution : avant dernier clic.\" class=\"wp-image-17941\" title=\"Mod\u00e8le d'attribution : avant dernier clic.\"\/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Last Non-Direct Click<\/strong>: The user acts on the second-to-last click.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/kryzalid.net\/wp-content\/uploads\/2020\/03\/linear_2_38x34.gif\"><img decoding=\"async\" src=\"https:\/\/kryzalid.net\/wp-content\/uploads\/2020\/03\/linear_2_38x34.gif\" alt=\"Mod\u00e8le d'attribution lin\u00e9aire.\" class=\"wp-image-17943\" title=\"Mod\u00e8le d'attribution lin\u00e9aire.\"\/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Linear Attribution<\/strong>: Equal weight is given to each touchpoint.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/kryzalid.net\/wp-content\/uploads\/2020\/03\/timedecay_2_38x34.gif\"><img decoding=\"async\" src=\"https:\/\/kryzalid.net\/wp-content\/uploads\/2020\/03\/timedecay_2_38x34.gif\" alt=\"Mod\u00e8le d'attribution croissante.\" class=\"wp-image-17944\" title=\"Mod\u00e8le d'attribution croissante.\"\/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Time Decay Attribution<\/strong>: User involvement increases with each touchpoint until the conversion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/kryzalid.net\/wp-content\/uploads\/2020\/03\/outil-comparaison-modele-d-attribution.png\"><img decoding=\"async\" src=\"https:\/\/kryzalid.net\/wp-content\/uploads\/2020\/03\/outil-comparaison-modele-d-attribution.png\" alt=\"Outil de comparaison des mod\u00e8les d'attribution.\" class=\"wp-image-17932\" title=\"Outil de comparaison des mod\u00e8les d'attribution.\"\/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">This view represents the attribution model section in Google Analytics. After implementing different models, you\u2019ll find the collected data here according to your attribution strategy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3 &#8211; What results can you expect?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity is-style-wide\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity is-style-wide\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Sources<\/h3>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\"><a href=\"https:\/\/fr.slideshare.net\/Converteo\/livre-blanc-attribution-converteo-50083964\" target=\"_blank\" rel=\"noopener noreferrer\">Livre Blanc Attribution Management : entre technologie, marketing et statistique<\/a><\/p>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\"><a href=\"https:\/\/support.google.com\/analytics\/answer\/1662518\" target=\"_blank\" rel=\"noopener noreferrer\">Mod\u00e8les d&#8217;attribution Google<\/a><\/p>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\">Illustration : <a href=\"https:\/\/www.freepik.com\/free-photos-vectors\/business\" target=\"_blank\" rel=\"noopener noreferrer\">Business vector created by freepik &#8211; www.freepik.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With the multiplication of communication channels, it&#8217;s difficult for a company to know perfectly the source(s) of its returns. Google Analytics offers a growing number of features for setting up and monitoring your company&#8217;s marketing operations, and then calculating their performance.<\/p>\n","protected":false},"author":1,"featured_media":13923,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[788],"tags":[1093,1094],"class_list":["post-12260","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-web-marketing","tag-attribution-models","tag-google-analytics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Analytics attribution models | Kryzalid<\/title>\n<meta name=\"description\" content=\"Here is an article to help you better understand Google&#039;s attribution models so you can know the sources of your business&#039;s performance.\" \/>\n<meta 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