Attribution Model in Google Analytics
                     Attribution Model in Google Analytics
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Imagine a visitor finds your blog and clicks on the ad and immediately it converts into the  
sale or lead. Unfortunately, this is a rare case. Today, people visit any website multiple  
times prior to converting. Most of the people will find the blog, research about the topic,  
and will return after a week later and click a retargeting advertisement later. After a long  
wait, the lead gets converted. Regarding the lead conversion, which marketing channel  
is responsible for new sale or it was just a Facebook advertisement? It can be difficult to  
show clients each marketing channel, while multiple touchpoints are added to the
buyer journey, each channel plays an important part. Digital Marketing
courses explains the attribution model in Google Analytics and this blog is a summary of  
what can be explained in a Digital Marketing Training.
What are marketing attribute models?
Attribution modeling is a framework by analyzing the touchpoints while working on the  
marketing channels receives the credit for the conversion. Every attribution model  
distributes the value of conversion across each touchpoint. By analyzing the attribution  
model, you can get the idea of the returns on investment for every marketing
channel. Digital marketing certification enables the user to check the attribution model  
according to their usability. Attribution modeling is an analysis tool and it is suggested  
not to limit and stick with it, you have to compare the performance under every model to
understand the importance of multiple touch-points Digital Marketing
Different types of attribution models
1. Last Interaction Attribution
Last interaction attribution means the last-click or last touch. As the name suggests, this  
model gives the 100% of the credit to the last interaction of the business with the lead  
before they convert. For example, if a visitor finds your website through organic search  
and after a week they seen an advertisement on social media channel and click on it,  
later that day, they will go to your website and buy the product.The direct traffic  
conducted gets all the credit and 100% of the value is assigned to the last  
interaction.This is the default attribution model that includes Google Analytics.
1. First interaction attribution
First interaction attribution is similar to the last interaction and it gives the 100% of the  
credit to the first interaction. First interaction gives all the credit for a conversion to your  
business. For example, if your customer finds your business on Google and the sale  
happens, then Google gets all the credit for any sale that happens after the interaction. It  
really does not matter if the customer found you on Google, then clicked on the display  
advertisement after a week, Google gets the full credit.
1. Last Non-Direct Click
The last nondirect click is helpful in comparison to the last click model. 100% of the  
value is assigned to the single interaction, but with the last non-direct click, it removes  
the direct interaction before the lead gets converted.
Where to find Attribution Model Reports in Google Analytics
You can find this tool under Conversions Attribution Through Google Attribution you can  
check and credit the source of lead conversion through easy and direct sources without  
any hurdle. If you are going to attend any Digital Marketing Workshop, then you will be  
explained with the vivid examples of attribution model reports from Google Analytics of  
different user and then you will be able to differentiate between the modules. "Through  
Google Analytics, you can easily get the analytical report of clicks and searches of the  
product you are showcasing, hence, it has become important for the Digital Marketing  
aspirants to learn and implement the Google Analytics report and study."
MindCypress will help you with the training. Contact us today!
Resource: https://blog.mindcypress.com/p/attribution-model-in-google-analytics