What is AdWords attribution I hear you ask? Well, essentially AdWords attribution can be understood as which of your AdWords campaigns is responsible for your conversions.
The session was hosted by Patrick & Eustace who are attribution experts within Google’s Dublin HQ. They started by giving us an overview of what attribution is and why it is important.
Did you know that more than half of web traffic is now concentrated through mobile devices typically on smartphones? As we are sure you are aware, however, conversions are typically lower on smartphones, well the reason for this may not simply be down to what you would typically assume about mobile devices.
Users will regularly go through on average five interactions before they take the final purchasing decision – these means that users don’t only not convert because of your mobile layout, but can also be down to users being at a different stage on the customer journey, perhaps users came to your landing page while in the research stage for example. 75% of adults online will start an activity on one device but finish on another. This means your traditional attribution to conversions model may be out of date – maybe you are just tracking conversion down to the last campaign a user interacts with as opposed to the journey in its totality, this is wrong and may be leading to wasted marketing spend!
This is where AdWords attribution comes into play, there are a variety of options in terms of how you attribute your conversions that can be used to give a clearer picture and using “ last click” or “first click” attribution is to be discouraged if you want to identify which campaign is contributing what value to your final conversions. – Read more