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Attribution model in Google Analytics, Digital Marketing Training Mindcypress Digital Marketing Training Imagine a visitor finds your blog and clicks on the ad and immediately it converts into the sale or lead. Unfortunately, this is a rare case. Digital Marketing Training Today, people visit any website multiple times prior to converting. Most of the people will find the blog, research about the topic and will return after a week later and click a retargeting advertisement later. After a long wait, the lead gets converted. Digital Marketing Training Regarding the lead conversion, which marketing channel is responsible for new sale or it was just a Facebook advertisement? Mindcypress It can be difficult to show clients each marketing channel, while multiple touchpoints are added to the buyer’s journey, each channel plays an important part. Digital Marketing courses explains the attribution model in Google Analytics and this blog is a summary of what can be explained in a Digital Marketing Training. Digital Marketing Training Mindcypress What are marketing attribute models? Attribution modeling is a framework by analyzing the touchpoints while working on the marketing channels receives the credit for the conversion. Every attribution model distributes the value of conversion across each touchpoint. Digital Marketing Training By analyzing the attribution model, you can get the idea of the returns on investment for every marketing channel. Digital marketing certification enables the user to check the attribution model according to their usability. Mindcypress Attribution modeling is an analysis tool and it is suggested not to limit and stick with it, you have to compare the performance under every model to understand the importance of multiple touchpoints. Different types of attribution models 1.Last Interaction Attribution Last interaction attribution means the last-click or last touch. As the name suggests, this model gives the 100% of the credit to the last interaction of the business with the lead before they convert. Mindcypress For example, if a visitor finds your website through organic search and after a week they seen an advertisement on social media channel and click on it, later that day, they will go to your website and buy the product. Mindcypress The direct traffic conducted gets all the credit and 100% of the value is assigned to the last interaction. This is the default attribution model that includes Google Analytics. 2.First interaction attribution First interaction attribution is similar to the last interaction and it gives the 100% of the credit to the first interaction. First interaction gives all the credit for a conversion to your business. For example, if your customer finds your business on Google and sale happens, then Google gets all the credit for any sale that happens after the interaction. It really doesn’t matter if customer found you on Google, then clicked on the display advertisement after a week, Google gets the full credit. Mindcypress 3.Last Non-Direct Click The last non direct click is helpful in comparison to the last click model. The 100% of the value is assigned to the single interaction, but with the last non-direct click, it removes the direct interaction before the lead gets converted. Mindcypress Where to find Attribution Model Reports in Google Analytics You can find this tool under Conversions>Attribution Through Google Attribution you can check and credit the source of lead conversion through easy and direct sources without any hurdle. If you are going to attend any Digital Marketing Workshop, then you will be explained with the vivid examples of attribution model reports from Google Analytics of different user and then you will be able to differentiate between the modules. Mindcypress https:// www.blog.mindcypress.com/attribution-model-in-google-analytics/