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AdWords Conversion Attribution

There is currently a big push underway to persuade PPC managers to switch from a last click attribution model.

In my experience so far it’s not making a big difference, but it does make sense to not attribute 100% of conversion value to the last click.

A brief starters guide is…

High value (long conversion path) items – use Position Based.
Medium / low priced/margin items – use Time Decay.
Have *loads* of conversion data – use Data Driven.

There are also rumours that Last Click will be dropped entirely by Google as an attribution model. But if that is the case it’ll be a long way into the future yet (I think).

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