Above & Beyond: Last Click Attribution
People often see many ads across different devices before making a purchase, booking a flight, or signing up for an account. Because of this, advertisers know that last click attribution may not always tell the full story. In 2014, we released the Attribution Modeling Tool in AdWords to share insights about how users interact with your ads. Later this month, you’ll be able to integrate the attribution model of your choice with your conversion data and bidding.
For many years, we have jumped through hoops to report accurately based on client preferences on attribution model. This update is great step forward in that conversation. Unfortunately, this functionality acts more like a setting than a data filter. After making a change, future data is interpreted according to the new model. However, past data is unaltered. And if you ever wanted to switch back or compare two models, you can not easily view your data through the various lenses. You can only reset your preference and wait for data to collect - making the comparison of multiple models impossible.