Post by account_disabled on Dec 20, 2023 7:28:39 GMT
Half a year ago, I wrote an article about attributions and how important it is to start perceiving them a little differently, from a larger perspective. Forget Last Click. Start using new models. And that it will be very important. How do we look at it now, after half a year of tests and observations? image Position-based, Time Decay, Data Driven . These are the attribution models that all of our accounts now use. As I mentioned, you can read more about them in our article from June . And what have we found out over the last six months of use? Is it really such a momentous step that will fundamentally change everything? Or is it just an inflated bubble ? Let's start with the positive. That is what most people appreciate.
We have an overview of which B2B Email List campaigns/compounds/keywords contribute to conversions. And all this directly in the reports that we all use to work in AdWords. We know about Cross-Device conversions. Many conversion paths involve more than one step. Not everything is the merit of brand campaigns. How does this help us in our daily work? Based on new data, we can improve and refine bidding more. In the next stages, we are able to expand the targeting. We will not disable or pause campaigns that "underperformed" with Last Click. So those were the positive impacts, what about the negative ones? Need more data, higher than hundreds to thousands of conversions per month, to appreciate the importance of attribution. Waiting for changes. Before the change from Last Click is reflected in the account in a fundamental way, we will wait for some time.
Again, it depends on how much data our campaigns collect. The length of the conversion path is more than important. We usually encounter an average conversion path length of 1.2 - 1.7 touchpoints/steps . Of course, the more, the more valid and important the attribution and its solution. The negative is the same for everyone, without distinction. Only large accounts will use data-driven. Minimum requirements for switching to the DDA model - 600 conversions and 15,000 clicks per month. It's really not for everyone. Campaigns on the content network (including video campaigns) are still measured by the Last Click model . So if we switch to one of the new attribution models, this change will only apply to search and shopping. No multi-channel views yet.
We have an overview of which B2B Email List campaigns/compounds/keywords contribute to conversions. And all this directly in the reports that we all use to work in AdWords. We know about Cross-Device conversions. Many conversion paths involve more than one step. Not everything is the merit of brand campaigns. How does this help us in our daily work? Based on new data, we can improve and refine bidding more. In the next stages, we are able to expand the targeting. We will not disable or pause campaigns that "underperformed" with Last Click. So those were the positive impacts, what about the negative ones? Need more data, higher than hundreds to thousands of conversions per month, to appreciate the importance of attribution. Waiting for changes. Before the change from Last Click is reflected in the account in a fundamental way, we will wait for some time.
Again, it depends on how much data our campaigns collect. The length of the conversion path is more than important. We usually encounter an average conversion path length of 1.2 - 1.7 touchpoints/steps . Of course, the more, the more valid and important the attribution and its solution. The negative is the same for everyone, without distinction. Only large accounts will use data-driven. Minimum requirements for switching to the DDA model - 600 conversions and 15,000 clicks per month. It's really not for everyone. Campaigns on the content network (including video campaigns) are still measured by the Last Click model . So if we switch to one of the new attribution models, this change will only apply to search and shopping. No multi-channel views yet.