Google Analytics – Last & Assisted Click Attribution

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Attribution in Google Analytics enables an accurate attribution of conversions across all digital channels and helps you to better understand your brand’s customer journey.

An attribution model is a rule or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. A channel can play three roles in a conversion path:

• Last interaction is the interaction that immediately precedes the conversion.

• Assist interaction is any interaction that is on the conversion path but is not the last interaction.

• First interaction is the first interaction on the conversion path; it’s a kind of assist interaction.

The last click might seem the most important in the conversion funnel, but assisted click might be an equally important step on the customer journey that leads to conversion.

Last Click Interaction in Samba

When a customer clicks on a link that originated from Samba just before the conversion happens it will be attributed as Last Click conversion.

Samba retrieves data about last clicks from this section in Google Analytics:

Acquisition > All traffic > Channels > search podle Campaign (tj. utm_campaign)

Assisted Interaction in Samba

When a customer clicks on a link that originated from Samba and it was not the click that preceded the conversion, then this will be acknowledged as Assisted Click to Samba. The Google Analytics API attributes all conversions that occurred within 30 days of a click – this 30-day lookback is non-adjustable via Google Analytics API (unlike the UI), see here.

Samba gets the data for assisted clicks here: 

Conversions > Multi-Channel Funnels > Assisted Conversions > search podle Campaign (tj. utm_campaign)

The dashboard shows the data according to the selected time period.

Attribution typology

Rules-based versus data-based attribution

Rule-based attribution models

• Last Click assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions.
• Last Non-Direct Click is when all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through before converting.
• Last Google Ads Click means that the first and only click to the Paid Search channel receives 100% of the credit for the sale.
• First Click assigns 100% credit to touchpoints that initiate conversion paths.
• Linear model distributes the credit for the conversion equally across all clicks on the path.
• Position-based model gives 40% of credit to both the first- and last-clicked event, with the remaining 20% spread out across the other clicks on the path.
• Time decay model gives more credit to clicks that happened closer in time to the conversion. Credit is distributed using a 7-day half-life. In other words, a click 8 days before a conversion gets half as much credit as a click 1 day before a conversion.

Data-driven attribution model

Distributes credit for the conversion based on observed data for each conversion type. It’s different from the other models because the account’s data is used to calculate the actual contribution of each click interaction.

Categorization based on the number of touchpoints

Another possibility of how to look at these models is according to the number of touchpoints that we want to include in our analyses. They can be divided into single-touch or multi-touch models.

Source: 

https://support.google.com/analytics/answer/9397590?hl=en

https://support.google.com/analytics/answer/1662518?hl=en

https://www.searchenginejournal.com/perfect-attribution-model/217893/#close

 

 

 

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