Having recently changed all conversion actions to linear attribution modelling, we caught up with Net Natives’ Paid Media Manager, Kaja Szczechura, to help us understand the difference between linear attribution and last click attribution and what this will mean for our clients.
Let’s jump straight in Kaja - what is the difference between linear attribution and last click attribution?
Linear attribution falls under the category of Non-Last Click (NLC) attribution. By looking beyond the last click we are able to give credit to touch points throughout the customer’s journey through to conversion. So for example, consider this:
Your usual journey to work. You walk to the bus stop. You take the bus to the station. You take the train. You walk from the station to the office.
If we were using the Last Click model and I asked you “how did you get into work today?” Your answer would be “I walked.” This completely disregards and discredits both the bus and train journey.
Whereas with a linear attribution model, where there are multiple touchpoints in a consumer journey, all touchpoints are given equal credit for the conversion.
Why has Net Natives adopted linear attribution modelling?
Linear attribution is a simple model which gives equal credit to all touchpoints. This provides us with an understanding of the impact other interactions that occur throughout a student’s online journey have, beyond what they last clicked.
And we’re not the only ones who are moving towards NLC attribution. Google has seen that marketers who have moved beyond last-click on Search receive 5% more conversions on average, at a similar cost-per-conversion. This is partly because by looking beyond the last click, we can optimise our campaigns towards all the touchpoints, ensuring the full online journey is taken into account. For example, by knowing which keywords assisted towards a conversion instead of pausing them, we are now able to keep them live and adjust the bids accordingly while knowing that in a later stage they will assist a conversion.
So, for the above reasons, and as Premier Google Partners, Google recommends and expects us to be leading in this field and move away from the last click model.
Why have you decided to make this change now?
We know attribution modelling is not new. But we’ve taken our time to ensure and feel confident that changing our model is the right thing to do for us as an agency, and for our clients.
Earlier this year we ran numerous tests with Google on a few of our accounts where we looked at, and tested, different attribution models. By combining these results with Google's expert advice, we have decided to go forward with the linear attribution model as a standard for all accounts as results have demonstrated that it is the best suited for our clients.
And lastly, what difference will Net Natives’ clients see going forward?
The changes are going to be subtle. The total number of conversions measured for Google will not change. What will change, is the value each touchpoint is given.
As a Google Premier Partner and part of an elite top 20 agencies in the UK, we are working closely with our Google team to drive the best performance for our clients, and this means providing an accurate picture of how the mix of activities is delivering conversions.