{"id":5060,"date":"2018-10-24T01:49:55","date_gmt":"2018-10-24T05:49:55","guid":{"rendered":"http:\/\/www.mccordweb.com\/weblogs\/?p=5060"},"modified":"2018-10-05T17:51:25","modified_gmt":"2018-10-05T21:51:25","slug":"what-is-attribution","status":"publish","type":"post","link":"https:\/\/www.mccordweb.com\/weblogs\/2018\/10\/24\/what-is-attribution\/","title":{"rendered":"What is Attribution?"},"content":{"rendered":"<figure id=\"attachment_4725\" aria-describedby=\"caption-attachment-4725\" style=\"width: 271px\" class=\"wp-caption alignright\"><a href=\"http:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2017\/07\/Depositphotos_22882320_s.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-4725\" src=\"http:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2017\/07\/Depositphotos_22882320_s-271x300.jpg\" alt=\"What is Attribution in Google Ads Speak?\" width=\"271\" height=\"300\" srcset=\"https:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2017\/07\/Depositphotos_22882320_s-271x300.jpg 271w, https:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2017\/07\/Depositphotos_22882320_s-181x200.jpg 181w, https:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2017\/07\/Depositphotos_22882320_s.jpg 672w\" sizes=\"auto, (max-width: 271px) 100vw, 271px\" \/><\/a><figcaption id=\"caption-attachment-4725\" class=\"wp-caption-text\">What is Attribution in Google Ads Speak?<\/figcaption><\/figure>\n<p>With over 10 years of experience in professional management of AdWords account, I wanted to share tips on an often overlooked yet important item in conversion tracking \u2013 attribution.<\/p>\n<p>First to see what I am talking,(in the old interface) \u00a0about go to Tools &gt; Conversions. Click one of the names of the conversions you have set up. Look to the bottom to Attribution Model. If you\u2019ve done nothing it has defaulted to Last Click. Click Edit and change your conversion model to Position Based.<\/p>\n<p>Position Based is my preferred attribution model. Over time you will be able to see keywords in your account that you might have pause that are actually a part of the conversion path.<\/p>\n<p>The first click and last click will be weighted to 40% each and the middle clicks will split the remaining 20%. What happens is important for your keyword monitoring. You will start to see keywords that previously in the last click model may not be driving as many conversions as you had thought.<\/p>\n<p>Your data drives your decisions in AdWords, put your data to work for you by changing your Attribution Model to the right one for you.<\/p>\n<p>To get to the prior interface if AdWords defaults to the new interface, click the three vertical dots next to the gear in the top right and click go to prior version.<\/p>\n<p>There are just some things that are easier to see and faster to do in the old interface.<\/p>\n<p>Need an\u00a0AdWords manager?\u00a0<a href=\"http:\/\/www.mccordweb.com\/\">Please take a moment to find out more about what we do.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With over 10 years of experience in professional management of AdWords account, I wanted to share tips on an often overlooked yet important item in conversion tracking \u2013 attribution. First to see what I am talking,(in the old interface) \u00a0about go to Tools &gt; Conversions. Click one of the names of the conversions you have set up. Look to the bottom to Attribution Model. If you\u2019ve done nothing it has defaulted to Last Click. Click Edit and change your conversion model to Position Based. Position Based is my preferred attribution model. Over time you will be able to see keywords in your account that you might have pause that are actually a part of the conversion path. The first click and last click will be weighted to 40% each and the middle clicks will split the remaining 20%. What happens is important for your keyword monitoring. You will start to see keywords that previously in the last click model may not be driving as many conversions as you had thought. Your data drives your decisions in AdWords, put your data to work for you by changing your Attribution Model to the right one for you. To get to the prior interface if AdWords defaults to the new interface, click the three vertical dots next to the gear in the top right and click go to prior version. There are just some things that are easier to see and faster to do in the old interface. Need an\u00a0AdWords manager?\u00a0Please take a moment to find out more about what we do.<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[487,577,582],"tags":[81,578,584],"class_list":["post-5060","post","type-post","status-publish","format-standard","hentry","category-adwords","category-google-ads","category-google-ads-consultant","tag-adwords-tips","tag-google-ads","tag-google-ads-consultant"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is Attribution? | The Web Authority<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mccordweb.com\/weblogs\/2018\/10\/24\/what-is-attribution\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is Attribution? | The Web Authority\" \/>\n<meta property=\"og:description\" content=\"With over 10 years of experience in professional management of AdWords account, I wanted to share tips on an often overlooked yet important item in conversion tracking \u2013 attribution. First to see what I am talking,(in the old interface) \u00a0about go to Tools &gt; Conversions. Click one of the names of the conversions you have set up. Look to the bottom to Attribution Model. If you\u2019ve done nothing it has defaulted to Last Click. Click Edit and change your conversion model to Position Based. Position Based is my preferred attribution model. Over time you will be able to see keywords in your account that you might have pause that are actually a part of the conversion path. The first click and last click will be weighted to 40% each and the middle clicks will split the remaining 20%. What happens is important for your keyword monitoring. You will start to see keywords that previously in the last click model may not be driving as many conversions as you had thought. Your data drives your decisions in AdWords, put your data to work for you by changing your Attribution Model to the right one for you. To get to the prior interface if AdWords defaults to the new interface, click the three vertical dots next to the gear in the top right and click go to prior version. There are just some things that are easier to see and faster to do in the old interface. Need an\u00a0AdWords manager?\u00a0Please take a moment to find out more about what we do.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mccordweb.com\/weblogs\/2018\/10\/24\/what-is-attribution\/\" \/>\n<meta property=\"og:site_name\" content=\"The Web Authority\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mccordweb\" \/>\n<meta property=\"article:published_time\" content=\"2018-10-24T05:49:55+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2017\/07\/Depositphotos_22882320_s-271x300.jpg\" \/>\n<meta name=\"author\" content=\"Nancy McCord\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mccordweb\" \/>\n<meta name=\"twitter:site\" content=\"@mccordweb\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nancy McCord\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2018\\\/10\\\/24\\\/what-is-attribution\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2018\\\/10\\\/24\\\/what-is-attribution\\\/\"},\"author\":{\"name\":\"Nancy McCord\",\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/#\\\/schema\\\/person\\\/7499f3ac0b008bc0e5b7a138ac1dc0ba\"},\"headline\":\"What is Attribution?\",\"datePublished\":\"2018-10-24T05:49:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2018\\\/10\\\/24\\\/what-is-attribution\\\/\"},\"wordCount\":276,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2018\\\/10\\\/24\\\/what-is-attribution\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/wp-content\\\/uploads\\\/2017\\\/07\\\/Depositphotos_22882320_s-271x300.jpg\",\"keywords\":[\"AdWords\",\"Google Ads\",\"Google Ads Consultant\"],\"articleSection\":[\"AdWords\",\"Google Ads\",\"Google Ads Consultant\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2018\\\/10\\\/24\\\/what-is-attribution\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2018\\\/10\\\/24\\\/what-is-attribution\\\/\",\"url\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2018\\\/10\\\/24\\\/what-is-attribution\\\/\",\"name\":\"What is Attribution? 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| The Web Authority","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.mccordweb.com\/weblogs\/2018\/10\/24\/what-is-attribution\/","og_locale":"en_US","og_type":"article","og_title":"What is Attribution? | The Web Authority","og_description":"With over 10 years of experience in professional management of AdWords account, I wanted to share tips on an often overlooked yet important item in conversion tracking \u2013 attribution. 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