By Pep Canals , published on 29 October 2021 Deciding which attribution model to use in Google Ads is an important question. Nowadays, it is normal for a user to have several interactions with the brand before deciding to buy. The attribution model is clipping path service essential to know what weight each interaction has in the final conversion. Google Ads allows advertisers to choose between different attribution models, but also has a default option. Until now, this option was the last click option, but it will soon be replaced by data-driven attribution. We tell you what this change means. Do you want to know how to make your
Google Ads campaigns a success this year ? Click here and see the related course. Discover the trends and news of the Google advertising platform. Google Ads from last click to data driven as an attribution model From last click to data-driven Until now, Google's default attribution model was the last click model , which attributes all the value of a conversion to the ad that received the last click and to the keyword for which the ad appeared. Its great advantage is its simplicity, since it allows us to clearly see how our ads are working, but perhaps it is too simplistic for an environment as
complex as the current one. As of October, Google Ads has announced that it will switch to using the data-driven or data-based attribution model by default. Previously, this model was only available on a limited basis, as some advertisers couldn't use it due to minimum data requirements and it didn't support some conversion types. Now, Google Ads has removed these limits so that all its users can use it. The data-driven model offers much more accurate results , since it analyzes all the relevant data about the contact points that lead to the conversion.