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attribution model

Why Attribution Will Change the Way You Look at PPC

When was the last time you evaluated your attribution model? Most advertisers on Google Ads are still sticking with the default attribution settings when managing, optimizing, and reporting on their PPC efforts. It’s time to take another look and change the way you evaluate your performance. What is Attribution Attribution is deciding what efforts/actions/channels deserve credit for a conversion. Sounds relatively straightforward, right? Google Ads defaults to an attribution model called last-click. This model gives all…