Which Google AdWords Attribution Model Should You Use?
The one that works best for your business.
Last-click attribution has been the default attribution method for the advertising world for many years, so there is a pretty good chance that’s what you’re currently using in your account.
However, last-click attribution is generally NOT the best attribution model to use.
There is no one size fits all solution to attribution modelling as each one, by its simplification nature, has its pros and cons.
Understanding what each is going to be showing you is half the battle. If you know what the limitations are you can consider this when doing your analysis and more importantly, revert changes that you made based on the data but that did not result in the outcomes you expected.
An early article introducing various different attribution models can be accessed by clicking here.
If you want to see how much impact changing attribution models can have click here