This is one of the Google Adwords 2018 attribution changes, it works completely differently than the default one: It assigns all the credit to the first interaction, that is, it attributes 100% of the conversion value to the first click or channel with which the customer has interacted, and the rest disappears from the results.
This model has the same disadvantages as the last click model, as it does not accurately reflect what is happening.
What is it for? It can be very useful if you are looking to expand your database with new potential customers. In addition, it is recommended that you use it if your brand is not very well known.
It also serves to establish the keywords with which your prospects will identify your brand.
Linear:
The linear model is another of the attribution cyprus whatsapp resource changes in Google Adwords 2018. It involves assigning the same value for conversion to each channel with which the customer interacts until the conversion is made; that is, the last click receives the same credit as the first.
What is it for? It is useful if you want to evaluate the relationship between customer contact and the prominence of your brand throughout the sales cycle.
Furthermore, the model is useful if you want to get as much information as possible about each keyword, and can be particularly interesting if you work with long-tail terms.
According to the position:
As the name suggests, this model gives more or less value to the interaction depending on where it is located. For example, it assigns 40% of the credit to the first and last interaction, while the remaining 20% is distributed across the rest of the interaction.
What is it for? The goal of this model is to evaluate where the user experience begins and where it ends until the conversion occurs. In addition, you will be able to measure which of your channels are most effective when closing the process.
Decline over time:
Time decay is another of the attribution changes in Google Adwords 2018. This model assigns a value to each interaction that occurs in the conversion path. However, it gives greater importance to clicks that occur closer to the conversion.
What is it useful for? Well, it will help you measure the impact of campaigns that last one or two days. In this case, it will assign a higher value to the interactions or clicks you receive during the campaign and that help to complete the conversion.