Google Deploys Attribution Model for AdWords Conversions

16th May 2016

Google has announced a series of changes to its popular AdWords advertising platform that will bring data-driven attribution to its AdWords service. You will soon also be able to assign an attribution model for each conversion type.

A version of this data-driven attribution model, popular amongst larger retailers, has been available from Google since 2013. The search giant made the data available to clients of DoubleClick as well as to smaller customers using their Attribution 360 and Analytics 360 packages. The model uses machine learning to assign credit for each interaction along a conversion path.

The tracking options are due to become available to all customers as part of a newly created drop-down menu. The setting will allow you to add one of the six attribution models to each type of conversion in a search campaign.


New Google Attribution for High Traffic Sites

The new tools rely on large volumes of data, so only sites that receive a significant number of visits will receive these options. Here is how this will break down:

  • Accounts with at least 20,000 clicks and a minimum of 800 conversions within 30 days can take advantage of the new options. Google will begin reassigning credit accordingly across the conversion path. Automated bids will adjust to reflect the chosen model.
  • If the data drops below 10,000 clicks for the account or 400 conversions within 30 days, you will get an alert that there is not enough information for the model to work properly. This gives you time to bring the sales and visits back up to the required level.
  • After 30 days of insufficient data, Google will switch the conversion action to the last-click attribution model.

The availability date of the tool in AdWords is not yet known, although the rollout is expected to begin soon. In the meantime, Google has issued a guide to best practice in attribution modelling in Google search.