{"id":6433,"date":"2024-04-30T11:46:26","date_gmt":"2024-04-30T15:46:26","guid":{"rendered":"https:\/\/www.pertinencemedia.com\/?p=6433"},"modified":"2024-04-30T12:03:47","modified_gmt":"2024-04-30T16:03:47","slug":"understand-the-different-attribution-models-used-by-advertising-platforms","status":"publish","type":"post","link":"https:\/\/www.pertinencemedia.com\/en\/blog\/understand-the-different-attribution-models-used-by-advertising-platforms\/","title":{"rendered":"Understand the different attribution models used by advertising platforms"},"content":{"rendered":"\n<p>Looking to understand the difference between advertising platforms&#8217; attribution models? You&#8217;ve come to the right place.<\/p>\n\n\n\n<p>Understanding advertising attribution models is essential for analyzing the performance of your campaigns. Each platform has its own way of presenting conversions, based on 2 elements: <strong>the attribution model<\/strong>, and <strong>the attribution window<\/strong>.<\/p>\n\n\n\n<p><strong>Attribution models<\/strong> are rules that determine how platforms count conversions, according to the different touchpoints in the customer journey.<\/p>\n\n\n\n<p><strong>The attribution window<\/strong> identifies the number of days during which a conversion can be recorded in the platform, following an interaction with one of your ads. Possible interactions vary from platform to platform, and can be counted in terms of impressions, clicks, shares and so on.<\/p>\n\n\n\n<p>Here&#8217;s what you need to know about each of the popular advertising platforms:<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>Google Analytics (GA4)<\/strong><\/h2>\n\n\n\n<p>Basic attribution model: <em>Cross-Channel-Data-Driven<\/em><\/p>\n\n\n\n<p>Basic attribution window: <em>30-days<\/em><\/p>\n\n\n\n<p><em>Google distributes credit based on historical events. It uses your account data to calculate the true contribution of each visit.<\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>Meta Ads Manager<\/strong><\/h2>\n\n\n\n<p>Basic attribution model: <em>Last Click<\/em><\/p>\n\n\n\n<p>Basic attribution window: <em>7-days click <\/em>or<em> 1-day view<\/em><\/p>\n\n\n\n<p><em><em><em>ALL conversion credit is attributed to the <\/em><strong><em>last<\/em><\/strong><em> ad seen or clicked.<\/em><\/em><\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>Google Ads<\/strong><\/h2>\n\n\n\n<p>Basic attribution model: <em>Data-driven<\/em><\/p>\n\n\n\n<p>Basic attribution window: <em>30-days click <\/em>or<em> 1-day view<\/em><\/p>\n\n\n\n<p><em><em>Google distributes credit according to historical events. It uses your account data to calculate the actual contribution of each click interaction.<\/em><\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>LinkedIn Ads<\/strong><\/h2>\n\n\n\n<p>Basic attribution model: <em>Last Click<\/em><\/p>\n\n\n\n<p>Basic attribution window: <em>30-days click <\/em>or<em> 7-days view<\/em><\/p>\n\n\n\n<p><em><em>ALL conversion credit is attributed to the <\/em><strong><em>last<\/em><\/strong><em> ad seen or clicked.<\/em><\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>Pinterest Ads<\/strong><\/h2>\n\n\n\n<p>Basic attribution model: <em>First Click<\/em><\/p>\n\n\n\n<p>Basic attribution window: <em>30 days clicked &#8211; 30 days viewed<\/em><\/p>\n\n\n\n<p><em><em><em>ALL conversion credit is attributed to the <\/em><strong><em>first<\/em><\/strong><em> ad seen or clicked.<\/em><\/em><\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>TikTok Ads<\/strong><\/h2>\n\n\n\n<p>Basic attribution model: L<em>ast Click<\/em><\/p>\n\n\n\n<p>Basic attribution window: <em>7-days click <\/em>or<em> 1-day view<\/em><\/p>\n\n\n\n<p><em><em><em>ALL conversion credit is attributed to the <\/em><strong><em>last<\/em><\/strong><em> ad seen or clicked.<\/em><\/em><\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>X for Business (Twitter)<\/strong><\/h2>\n\n\n\n<p>Basic attribution model: Last Click<\/p>\n\n\n\n<p>Basic attribution window: <em>14-days click or 1-day view<\/em><\/p>\n\n\n\n<p><em><em>ALL conversion credit is attributed to the <strong>last<\/strong> ad seen or clicked.<\/em><\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>Microsoft Ads<\/strong><\/h2>\n\n\n\n<p>Basic attribution model: <em>Last Click<\/em><\/p>\n\n\n\n<p>Basic attribution window: <em>30-days click <\/em>or<em> 1-day view<\/em><\/p>\n\n\n\n<p><em><em><em>ALL conversion credit is attributed to the <\/em><strong><em>last<\/em><\/strong><em> ad seen or clicked.<\/em><\/em><\/em><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><em>Example of a customer journey:<\/em><\/p>\n\n\n\n<p><em>Fr\u00e9d\u00e9rick buys a piece of furniture, following several marketing touchpoints.<\/em><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><em>Fr\u00e9d\u00e9rick discovers the company on Pinterest (website visit)<\/em><\/li>\n\n\n\n<li><em>2 days later, he is retargeted by an advertisement (2nd visit to the website)<\/em><\/li>\n\n\n\n<li><em>2 days later, he does a google search and visits the site organically<\/em><\/li>\n\n\n\n<li><em>2 days later, he performs a Google search, but clicks on a Search ad, and proceeds with the purchase<\/em><\/li>\n<\/ol>\n\n\n\n<p><em><em>Pinterest attribution: 100% of the sale<\/em><\/em><\/p>\n\n\n\n<p><em><em><em>Facebook attribution: 100% of the sale<\/em><\/em><\/em><\/p>\n\n\n\n<p><em><em>Google Ads attribution: 50% of the sale<\/em><\/em><\/p>\n\n\n\n<p><em><em><em>In the end, for a single transaction, the sale is counted 3 times on all advertising platforms.<\/em><\/em><\/em><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>When trying to analyze your campaign&#8217;s performance, it&#8217;s important to keep in mind the purpose of the platform&#8217;s attribution model. A platform like Pinterest has a very loose attribution model, and will attribute a huge number of conversions to its campaigns.\u00a0 In contrast, a platform like Google Analytics will be much stricter on the attribution of a conversion.<\/p>\n\n\n\n<p>At Pertinence Media, we always recommend complementing your advertising platform analysis with your Google Analytics results. The real contribution of your campaigns will probably lie somewhere between the 2 figures presented.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Looking to understand the difference between advertising platforms&#8217; attribution models? You&#8217;ve come to the right place. Understanding advertising attribution models is essential for analyzing the performance of your campaigns. Each platform has its own way of presenting conversions, based on 2 elements: the attribution model, and the attribution window. Attribution models are rules that determine [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":6432,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","osh_disable_topbar_sticky":"default","osh_disable_header_sticky":"default","osh_sticky_header_style":"default","osh_sticky_header_effect":"","osh_custom_sticky_logo":0,"osh_custom_retina_sticky_logo":0,"osh_custom_sticky_logo_height":0,"osh_background_color":"","osh_links_color":"","osh_links_hover_color":"","osh_links_active_color":"","osh_links_bg_color":"","osh_links_hover_bg_color":"","osh_links_active_bg_color":"","osh_menu_social_links_color":"","osh_menu_social_hover_links_color":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[463],"tags":[],"ppma_author":[539],"class_list":["post-6433","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Understand the different attribution models used by advertising platforms<\/title>\n<meta name=\"description\" content=\"Looking to understand the difference between advertising platforms&#039; attribution models? 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