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Today I’ll be answering the question “What is Google Ads “attribution”?”

This is part of our Google Ads Tips series found at

Attribution is the act of assigning credit for your business outcomes to the marketing that led to those outcomes. So for example, if you run several ads and one of them leads to a transaction on your website, your Google Ads attribution will help you to find out which ad it was.

Traffic to your website is made up of real people, and those people don’t always behave in a way that makes your attribution easy to understand.

​​Sometimes people come back to your website multiple times through different ads and different platforms (both paid and free) while they are in the process of purchasing or researching your offer.

To help assign value to different marketing, there are different attribution models that you can choose from in Google Ads. An attribution model sets the rules that determine how much credit each of your campaigns, ads etc should get.

​​By default, Google Ads and Google Analytics uses the “last click” attribution model. This model gives 100% credit to the last thing that your user clicked on prior to converting on your website.

This model is helpful for tracking simple conversions like phone calls, but for more considered conversions where a user conducts initial research and then returns to buy, a model should be selected that takes into account earlier interactions.

​​I like to use linear conversion model, and I also like to see revenue or conversions from “all users who ever came from Google Ads” – this is done by applying segments in Google Analytics or in a custom dashboard.

In addition to an attribution model, you need to set a timeframe in which Google Ads may credit the advertising as counting towards an attribution. I would typically set 30 days for a complex conversion and 7 days for a simple one like a phone call.

​​Consider how long your customers take to convert. If user clicks on an ad and then comes back to the website directly after the time has elapsed then no conversion will be recorded in Google Ads. You need longer timeframes if people take longer to convert.

This tip and many others are found at https://www.petramanos.com/category/tips/

Kiley Hay Baby Carriers Australia

I have been working with Petra for over a year now after changing from a much larger digital marketing provider and I could not be more pleased with the service and results my business is achieving.

With my previous providers I felt disconnected with limited communication. Petra on the other hand provides me with knowledge and information in a language I can understand that helps me make informed decisions not just about digital marketing but also my e-commerce business as a whole.

Petra has helped me navigate seasonal drops in trade creating a strategy that helped us grow and establish a healthy position in the market. It is an absolute joy to work with someone who loves what they do. I have complete confidence in recommending Petra to anyone considering e-commerce digital marketing, she is efficient, trusted and a true professional.

Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

Adam Wiles Ecommerce Google Ads

Working with Petra and her team has given me a better understanding of the key indicators that will help in growing my business. The information and service they provide, assists me in refining my business goals and therefore would highly recommend their services.

Adam Wiles CEO of Podiatry First Sports Ecommerce Google Ads April 26, 2021

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020