What is Attribution Models in SEM

Google offers many attribution models to help businesses assess their marketing spends. Let’s hear Ishan explain the basic attribution models.

You learnt about the basic attribution models.

• Last click model: The conversion is attributed to the last marketing channel before conversion.

• First click model: The conversion is attributed to the first marketing channel that leads to an ultimate conversion.

• Linear attribution model: Each marketing channel gets equal attribution for the conversions.

• Data-driven attribution models: This model uses machine learning algorithms to calculate the attribution for each marketing channel.

You also learnt why businesses should get their attribution models right in order to correctly spend their marketing budgets in the right marketing channels.