Google Ads attribution models show fractional conversions because they distribute credit for conversions across multiple touchpoints in the customer’s journey. In online advertising, the customer journey is typically a series of interactions with your ads and website before a conversion occurs. Attribution models are used to determine how much credit each interaction should receive in contributing to that conversion.
Here’s why some Google Ads attribution models may show fractional conversions:
1. Multiple Touchpoints: In today’s digital landscape, customers often interact with various ads and touchpoints before making a purchase or completing a conversion. For example, a user might click on an ad, visit the website, leave, and return later through another ad or organic search before purchasing. Attribution models account for these multiple touchpoints and distribute credit accordingly.
2. Credit Sharing: Attribution models aim to attribute conversions reasonably to all the touchpoints that contributed to the conversion. Instead of assigning 100% of the credit to the last click (as in the last-click attribution model), fractional attribution models distribute credit across all interactions that play a role in the customer’s decision-making process.
3. Multi-Channel Campaigns: With the rise of multi-channel marketing, users may interact with ads on different platforms and devices. Fractional attribution models allow advertisers to evaluate the combined effect of their marketing efforts across various channels and devices.
4. Tailored Attribution: Different businesses have unique customer journeys and conversion paths. Fractional attribution models, like data-driven attribution, consider your audience’s specific behavior patterns and allocate credit accordingly.
In summary, fractional conversions in Google Ads attribution models provide a more comprehensive view of the customer journey and the interactions that lead to conversions. By fairly distributing credit across touchpoints, marketers gain valuable insights into the effectiveness of their ad campaigns and can make data-driven decisions to optimize their strategies for better results.