For the first time, AdWords advertisers with sufficient data will also be able to select the new data driven attribution model as a public beta,
which is also available in Analytics
rulesbased models, data driven attribution uses machine learning to evaluate all the converting and nonconverting paths across your
account and identifies the proper credit for each interaction. The model considers the number of ad interactions, order of exposure, ad
creative, and many other factors to determine which keywords and clicks are the most effective at driving results.
To help advertisers succeed with attribution, we’ve created a new best practices guide: “Beyond LastClick Attribution.” The guide will
show you how to:
- Determine how important moving beyond lastclick attribution is to your business
- Choose a model that best fits your needs
- Value early influencer keywords appropriately
- Act on attribution
- Evolve your approach to attribution as measurement gets better
We hope the new functionality and guide will help you optimize your marketing campaigns and drive stronger results, and our goal is to
expand beyond search soon.