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Should I use Data-Driven Attribution or Last Click Attribution on Google Ads?
Posted by on October 21, 2023 at 11:50 amSo I’m currently just using the last click attribution click to run only one search campaign for leads on Google. I’m just wondering if is there any point in using Data-Driven attribution if there’s only one campaign running. Seems like a no-brainer for me because there’s nothing else to track so data-driven attribution tracking seems pointless.
Would love to know your guy’s feedback.
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1 Reply
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In practical terms while DDA does attribute conversions, it only does so with the Google ads ecosphere and doesn’t take into consideration how organic might play into things, for example.
I.e. In a 10 step conversion path that goes
Org > Org > Org > Org > brand ppc keyword > Org > Org > generic ppc keyword > Org > Org
Google ads conversion tracking would take credit for that conversion and DDA specifically would give you 0.5 conversions against the brand keyword and 0.5 against the generic.
(it’s been a while since I analysed DDA behaviour vs conversion path stuff but it kinda splits things that way from what I recall).
However, from that conversion path it’s difficult to argue that your ads had anything to do with the conversion.
Last click (imported from Google Analytics) wouldn’t give you that conversion at all, it would be given to organic instead.
Last click isn’t perfect, but it prevents you from getting overinflated conversion figures in your ppc account.
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Even if you had multiple campaigns running, you would need a good amount of conversions to make DDA make sense. If you were getting 20 conversions / month with multiple campaigns. DDA still might not make sense. Might as well stay on last click right now.
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Which method you choose depends in part on your business and what/how you want to track conversions.
If you are a taxi service, no need to be fancy, first or last click will be good since people will search and immediately convert. Selling a high ticket item that people will take days or weeks before making the buying decision, you may want position based or data driven attribution.
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If you’re not concerned about drilling down what contributed to the conversion, any of the models will do. Just as long as you know that a conversion was because of Google Ads.
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MER and call it a day. Attribution gets lost, especially on certain campaign types, and it will only get worse. If I had to choose, I’d choose data-driven because there are so many paths a conversion can take, that last click hardly ever gives the full picture.
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