Multichannel attributions are visits that led to conversions that this channel or source was part of in the funnel. These are hidden conversions that are not displayed in AdWords.

First interaction conversions are those visits that resulted in conversions with only 1 channel in the funnel chain. Last Interaction conversions are visits that resulted in conversions where a particular channel or source was at the end of the chain of visits. According to the same scheme, well-known direct conversions are determined, which are registered by Google Analytics and pulled into the AdWords account.

Multichannel attribution’s value is the total value of that type of conversion. Thus, values ​​can be double-counted in rows or recent and associated conversions. If the same user completes two conversions, any interactions from different channels registered in both paths will be counted for each of the conversions.

Why multichannel attributions are important

First, to calculate the customer value. The more touches on the site, the more expensive the cost for one client. The situation when a user went to the site and immediately bought the product is a rarity and rather an exception to the rule. It is this client that will cost the least. However, it is much more likely that he will first see an ad on social networks and click on a link, then receive a newsletter in the mail, and only after some time he will remember this product again when he thinks about a birthday present for someone.

The second function of conversion paths is to analyze the role of an advertising campaign. Sometimes it seems that advertising does not work and the campaign only drains the budget for it. It seems that there are clicks on the link from contextual advertising, but there is no target action from this source, the conversion is brought by other channels, for example, organic search results. A multi-channel sequence will show that the search engine in this case is the second step, and will not let you forget about the first one, which introduced the user to the product and laid the foundation for this chain.

Google Attribution Models

  • By last interaction. The conversion is assigned to the last traffic channel, plus this model takes into account direct clicks. Relevant with a stable demand for products and a short conversion path.
  • On the last indirect click. The conversion, as always, is counted on the last click, but this model does not take into account direct visits. If a person first came to the site through social networks, then through the mailing list, and then directly, the model will count the mailing list as a conversion transition. It works in cases where the advertising campaign does not have enough data for analytics (few conversions and clicks).
  • On the last click in Google Ads. No matter how many times a user visits the site from different sources, the conversion will be assigned to the last click on contextual advertising. Ideally, the main channel for attracting traffic is Google Ads.
  • For the first interaction. Suitable if the advertising campaign is aimed at increasing brand awareness and the task is to find out where customers learn about it.
  • Linear model. To calculate the conversion value, you need to divide it equally between all traffic channels. For example, the first contact with the site was from social networks and the second was from a search engine. In this case, each of the sources will receive 50% of the value. A working option for high-value products and services with a long conversion period and companies that distribute the budget evenly between different advertising campaigns.
  • Given the age of the position. The closer a traffic source is to conversion, the more valuable it is. It will help you understand which channels drive traffic and which ones bring conversions. Suitable for short advertising campaigns.
  • Linked to the position. The most valuable are the sources that the user used to get to the site for the first and last time before the target action. They have the same value. Relevant for advertising campaigns that solve two problems: to acquaint the audience with the brand and get conversions.