Note: The first click, linear, time decay, and position-based attribution models are no longer supported by Google. Conversion actions that used the deprecated attribution models have been upgraded to use data-driven attribution. You can also switch to the last click model, which is still supported. Learn more About the deprecated models.
Customers can view multiple product listings from the same merchants before conversion. Attribution models determine how much credit each product listing interaction gets for the conversion. These models provide insights into product listing’s performance and help optimize conversion journeys.
This article describes the various attribution models and how to use them in Merchant Center.
Benefits
Most merchants are used to measuring the success of their product listing performance on a "data-driven attribution" basis. This means they give all the credit for a conversion to the last-clicked product listings and corresponding keyword.
Attribution models give you more control over how much credit each product listing interaction gets for your conversions. This allows you to:
- Understanding organic traffic: Attribution models can help merchants see how often free listings lead to website visits, product views, and eventually purchases.
- Optimizing product visibility: By understanding which free listings perform best, merchants can optimize product titles, descriptions, and images to improve their visibility in search results.
- Allocating resources: Attribution data can guide decisions about where to focus resources. If free listings generate significant conversions, merchants might invest more in SEO and product data optimization.
About the different attribution models
Merchant Center currently offers several attribution models:
How to create or edit an attribution model for your conversions
- In your Merchant Center account, click the Settings & tools icon
.
- Click Conversion settings.
- Toggle on Auto-tagging.
- Click Add conversion source and proceed with the next steps for creating a conversion. To edit a conversion, select a conversion source which is already added.