{"id":22368,"date":"2025-06-12T10:40:32","date_gmt":"2025-06-12T10:40:32","guid":{"rendered":"https:\/\/www.adenlab.com\/the-7-attribution-models-in-google-analytics\/"},"modified":"2025-11-06T07:31:04","modified_gmt":"2025-11-06T07:31:04","slug":"the-7-attribution-models-in-google-analytics","status":"publish","type":"post","link":"https:\/\/www.adenlab.com\/en\/the-7-attribution-models-in-google-analytics\/","title":{"rendered":"The 7 attribution models in Google Analytics"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"22368\" class=\"elementor elementor-22368 elementor-20238\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-14e1f94 e-flex e-con-boxed e-con e-parent\" data-id=\"14e1f94\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3424a0b noted_content elementor-widget elementor-widget-text-editor\" data-id=\"3424a0b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<script src=\"https:\/\/platform.linkedin.com\/in.js\" type=\"text\/javascript\"><\/script><script type=\"IN\/FollowCompany\" data-id=\"35547327\" data-counter=\"bottom\"><\/script>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-60d0b45 e-flex e-con-boxed e-con e-parent\" data-id=\"60d0b45\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-700a5f7 elementor-widget elementor-widget-text-editor\" data-id=\"700a5f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The secrets of Google Analytics: the different attribution models and their functions<\/p>\n<p>Discover what an attribution model is and the secrets to choosing the right one for your E-Commerce business. &#8220;Analytics Secrets&#8221; is a series of articles giving you our advice on optimizing your Analytics account and analyzing your website data. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-188d658 e-con-full category-data e-flex e-con e-child\" data-id=\"188d658\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d4d2e2c elementor-widget elementor-widget-heading\" data-id=\"d4d2e2c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What is an attribution model?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd03200 elementor-widget elementor-widget-text-editor\" data-id=\"cd03200\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>An attribution model is a model that distributes the relative influence of each traffic source for a given objective. In e-commerce, it determines which traffic sources have led to a sale. Using a relevant attribution model allows you to optimize your Google Ads strategy.  <\/p>\n<p>We also recommend that you read our <a href=\"https:\/\/www.adenlab.com\/use-case\/etude-attribution-du-chiffre-d-affaires-des-e-commerces-par-canaux-dacquisition\/\">study on Attribution of e-commerce sales by acquisition channel.<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8d1f511 e-con-full category-data e-flex e-con e-child\" data-id=\"8d1f511\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8df3426 elementor-widget elementor-widget-heading\" data-id=\"8df3426\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The 7 main attribution models.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aca1755 elementor-widget elementor-widget-text-editor\" data-id=\"aca1755\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>All traffic sources together account for 100% of attribution points. Depending on the attribution model used, this 100% is allocated differently:<br>Last interaction: the last source of incoming traffic gets 100% of the credit. <\/p>\n<p><em><strong>\u21d2 First interaction<\/strong><\/em>This is the 1st point of contact which obtains 100% of the points.<\/p>\n<p><em><strong>\u21d2 Last non-direct click<\/strong><\/em>When direct attribution channels are removed from the equation, all points are awarded to the last indirect click.<\/p>\n<p><em><strong>\u21d2 Last click on a Google Ads<\/strong><\/em><strong>s<\/strong>: 100% of points are awarded to the last ad clicked on Google.<\/p>\n<p><em><strong>\u21d2 Linear allocation<\/strong><\/em>Each channel used by the visitor up to the point of sale shares the 100% equally.<\/p>\n<p><em><strong>\u21d2 Depreciation over time<\/strong><\/em>All traffic sources are taken into account, but the last ones score more points.<\/p>\n<p><em><strong>\u21d2 Position-based allocation<\/strong><\/em>1st and last contact points are awarded 40% of points each. The others share the remaining 20%. <\/p>\n<p><em><strong>\u21d2 Data-driven attribution: <\/strong><\/em>This attribution model uses Google Ads algorithms and actual performance data from your campaigns to determine how clicks on your ads contribute to conversions. Unlike other models, it&#8217;s dynamic and customized according to your account data. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c697fc7 e-con-full category-data e-flex e-con e-child\" data-id=\"c697fc7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-282b91f elementor-widget elementor-widget-heading\" data-id=\"282b91f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How do you choose your attribution model?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-80cc3ed elementor-widget elementor-widget-text-editor\" data-id=\"80cc3ed\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The choice of attribution model depends on each company&#8217;s conversion tunnel.<br>Knowing your visitors&#8217; behavior (sources of traffic, average time to conversion, etc.) enables you to decide which attribution model makes the most sense for your company.<\/p>\n<p>In fact, it&#8217;s also necessary to set up more features in your account, such as the Google Analytics Conversion Funnel. Find out more in our article &#8220;How to <a href=\"https:\/\/www.adenlab.com\/news\/entonnoir-de-conversion-google-analytics\/\">set up conversion funnels in Google Analytics<\/a>&#8220;.   <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The secrets of Google Analytics: the different attribution models and their functions Discover what an attribution model is and the [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":20250,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[75],"tags":[83],"class_list":["post-22368","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends","tag-analytics-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ 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