Last indirect click model

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Which channels support each other?
You can use this input to set up your own attribution model. Next, you want to know which channels support each other. You can find this out via your conversion paths. For example, you want to know how many conversion paths take place with your SEA and SEO traffic. This way, you can see how many conversions you get via these two channels. In addition, you can see how many clicks you need for a conversion from both channels.

SEO and SEA conversion path

Create your own attribution model
These instructions will help you get started with attribution models to determine the true value of your channels and campaigns. For a few months now, it has been possible to use the 'tool' report for model comparison. Within this report, you can use the following standard models:

1. Last interaction model
This is the traditional billing model, where the last click before a conversion is assigned 100% value. Simple to calculate, but suboptimal to apply your budget allocation to. Because what is this billing model actually based on?


This model uses Google Analytics for all reports except the multichannel funnels. If direct traffic is responsible for the final conversion, Google Analytics attributes the conversion value to the click before that, from one of your campaigns. Google Analytics calculates the standard multichannel funnels based on the latest interaction model or an alternative model. That is also the reason why the figures from the regular reports do not match the figures from the standard multichannel funnel reports.

3. AdWords latest click model
In this model, the AdWords click for a conversion is ivory coast phone data given all the value. With this model, you can do more than the last or indirect interaction model. But giving 100% value to your AdWords campaign is a bit too much of a good thing. What value do you give to your SEO or e-mail campaigns?

4. First interaction model
In this model, the first click is given 100% conversion value. This is the opposite of the traditional last interaction model. Also far from optimal. Because why is the first click given more value than the final conversion? What was the impact of the first click on the final conversion anyway?

5. Linear model
This already looks more like a real attribution model. Within this model, all clicks within a conversion path are assigned equal value. However, you can also have your doubts about this model. Are all clicks worth the same? Is a search term with your company name or brand worth as much as a banner click on Nu.