What is Last Click Attribution?

What is Last Click Attribution?

So what is last-click attribution? And why has it suddenly become harmful to your online business performance? Google attribution or last-click attribution is a very simple system that lets Google know exactly where a visitor came in from so that they can direct them appropriately. In a nutshell, last-click attribution simply gives 100 percent of the credit to the last click before a visitor clicked on your site. This credit is shown at the top of your Google Analytics account homepage.

what is last click attribution

To understand what is last click attribution, first you need to know what it actually is. Google has two components: navigation and content. When someone visits your site, the navigation system will send the visitor to a particular page, called a “site view”. This page contains the actual content of your site. When a visitor navigates away from your site, they are credited for that visit by the navigation system. So when someone clicks on one of your links and comes in from outside of your site, they are credited with a “last click” or “redirect” credit, since you have controlled the flow of visitors since they came into your site.

The last-click attribution model assigns credit for a conversion to the campaign or source that was clicked on in the final step before converting. For example, if someone clicks an ad and then they convert, we would say it’s Google AdWords’ responsibility. If someone visits your site via organic search engine results, navigates away from your site, and converts later after clicking another link, you might want to give some of that credit back to SEO because their content may have helped convince them to buy something.

The last-click attribution potential issues

  • The problem comes up when Google decides to apply an unrelated last-click attribution model to your marketing mix. For example, let’s say that we’re going to create a new blog post. The title of the post will appear in the upper right corner of the home page whenever someone clicks through from your blog to your landing page. This redirection credit is completely meaningless for our purposes.
  • This same problem occurs when you apply this same last-click attribution model to many other pages within your site. If we use Google Analytics to track this, it reveals that very few pages within your site are actually being clicked on. The logic behind this is simple: if we are credited with every single person who makes a purchase when they come to your page, there is bound to be a significant amount of duplicate content.

Google wants to create a “transaction Centering Page” where the customer comes in from outside your site, sees that you are providing them with valuable information, but then they proceed to click the “back” button on their browser without clicking through to any pages within your site. This keeps Google’s search engines from having to repeatedly re-crawl your pages, thus increasing the probability that they will return results that are more relevant to their users.

Google’s first reaction was to charge Google properties for using this unreliable model, and force marketers to use the “last known good” model. This not only caused many online businesses to suffer financially, it also severely restricted the freedom of marketers to create new and innovative products and services. Even today, many businesses that want to benefit from increased organic traffic are forced to use the outdated last-click model, because they simply do not have the time to identify and measure their conversion rates using the most accurate method. Even worse, Google has implemented a cap on the number of clicks needed to result in revenue, so that even if a page receives 100 million clicks, the PageRank assigned to it will not increase unless it has a high number of conversions.

Luckily, there is an easy way to prevent Google from punishing you for implementing an outdated model, and it is known as the last click penalty. Google has enabled marketers to avoid having to pay for their Google AdWords account when they implement the latest version of their social media tools, Google+ Local. What this means is that when a user performs a local search using Google+ Local, they will not be charged for using Google AdWords. Instead, if they find a local business using Google+ Local and perform a local search using Google Maps, they will receive ads that reflect the location of where they clicked the local link. All that’s left for marketers is to direct users to their Google+ Local profile and watch the traffic roll in!

Google’s second-generation Google+ Local offers multi-touch attribution reporting. As soon as users click a Google+ Local link from another web browser or app, they will receive a notification regarding the source of the link. Google has also integrated its Google Analytics tracking code within the Google+ Local application so that business can access detailed information about who visited their pages, when and where, along with a host of other helpful bits of data. Business owners can also use the Google Analytics tracking code to conduct split-testing trials of new advertisements. The Google+ Local Hubspot has the ability to generate unique local ads that users will then click and share with their network.

The real power of Google+ Local is in its ability to give businesses the ability to take their online marketing campaigns to a whole new level. By giving Google a better understanding of who is visiting their web pages, businesses stand to benefit greatly from last-click attribution. Combined with Google+ Local’s features such as shared conversations and easily shareable links, Google+ Local makes it easier than ever to drive more visitors to your website. Combined with social media integration such as Facebook’s Rooms feature, Google+ Local is poised to revolutionize the way companies promote their brands. https://www.youtube.com/embed/K2J5SKv0gLI