Data Driven vs Last Click Attribute in Google Ads – What’s the difference?

google ads
21 March 2024 | | Blog, Pay Per Click

Determining which ad interaction ultimately influences a user’s decision to complete a contact form or call the practice through your Google Ads campaign can be a complex question. Attribution models provide a framework for understanding this process. In this blog post, we will explore two common models: Data-Driven and Last-Click attribution.

Understanding the Clicks

Last-Click Attribution: This simple model assigns 100% of the conversion credit to the final ad a user clicks before a conversion. Imagine a patient sees your ad for “teeth whitening” on Monday, then clicks a competitor’s ad on Wednesday before finally booking on Thursday through your ad for “dental check-up.” In this case, only the Thursday ad gets credit, even though the initial “teeth whitening” ad sparked their interest.

Data-Driven Attribution: This tech-savvy model leverages Google’s machine learning to analyse your conversion data. It considers every ad interaction a user has with your campaign, assigning credit based on its perceived influence on the final conversion. So, in the previous scenario, both the “teeth whitening” and “dental check-up” ads might receive partial credit, reflecting their role in the patient’s journey.

Pros and Cons

Last-Click Attribution:

  • Pros: Straightforward and easy to understand.
  • Cons: Can overvalue the final click, potentially neglecting valuable touchpoints earlier in the journey.

Data-Driven Attribution:

  • Pros: Provides a more holistic view of the conversion journey.
  • Cons: Requires a significant amount of conversion data for accuracy and might be more complex to interpret.

So, Which Model Suits Your Dental Campaigns?

For most dental practices, data-driven attribution is the recommended choice. It provides a clearer picture of how your ad strategy works together to attract patients. This allows you to optimise your campaigns and budget allocation for better results. However, if your account has limited conversion data, last-click attribution might be a temporary solution until you gather enough information.

Remember, choosing the right attribution model is an ongoing process. Experiment with both and analyse the data to see which one delivers the most valuable insights for your dental practice’s growth. However, navigating the intricacies of attribution models and optimising your campaigns can be time-consuming. This is where our dental marketing expertise comes in. We can help you decipher the data, select the most effective attribution model, and craft a winning Google Ads strategy to attract a steady stream of new patients.

Get in touch with our team today!

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