Continuing with my mini-series about attribution models, I was previously telling you how the last-click model gives all the credit, as the name says, to the last click that preceded a conversion (typically a lead or sale).
However, generating conversions is a team sport!
Each medium and campaign plays a role. Think about a soccer game. Would you give all the credit to just the player who scored a goal, but none to the rest of the team that helped create the opportunity?
It’s the same with digital advertising campaigns.
If you give all the credit to the campaign that generated the last-click before a conversion, and make budget decisions based on that, you will probably underspend on other campaigns that also played their part on generating conversions. Ultimately, this will decrease your marketing ROI vs using a more appropriate attribution model, and allocating your budget to each campaign in proportion to their contribution to generating conversions.
In other words, “promote” (give more budget to) your campaigns according to their true merit!
Comment CHANGE MY MODEL if you want me to tell you what model you should be using instead, and how to change it on Google Ads (there is no one-size-fits-all solution, but there is one model that works well in many cases).