As a PPC marketer, it is vital that you understand that there is no right or wrong attribution model. It is all about which one fits your business best. Finding the right one involves examining how unique your business is and what its needs are, your goals, the purchasing trends of your customers, and what makes more logical sense to you. You should also understand your customer's journey and consider how you want credit assigned.
If you want to learn more in practice about the various conversion options present, go to your Google Ads account and click on Google Attribution Tool. To get it, follow the steps below:
- On the Google Ads Main Menu, click on "Tools and Settings"
- Under the "measurement" section, pick "Attribution"
- Check the left side section and click on "Model comparison"
The model comparison tab will show how conversion data on any campaign or a different aspect varies across the attribution models. In your comparison check, identify any change in the conversions as you bring up other models.
You should also keep an eye on how the various models affect the cost per conversion value. Do not be surprised by the changes since it is expected as different models credit the interactions differently.