Moving from Last-Click to Position-Based Attribution Modeling

- May 1, 2019

On the path to a conversion, a user may conduct multiple searches and interact with multiple ads from the same advertiser. Google Ads’ attribution models allow the advertiser to control how the “conversion credit” is split amongst the various searched keywords that participated in the conversion process.

In this video, Fiorella Öxndal and Max Braglia discuss the implications of changing from the traditional Last-Click attribution model to Position-Based.

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