How to Choose the Right Attribution Model 🧩

Selecting the appropriate model depends on the expected user behaviour and the type of action you want to measure.

For instance, if your focus is on engagement conversions or quick interactions on your website, the 1-day click, 0-day view attribution will be your best choice. This model allows you to capture only the most interested users, those who take immediate action after seeing your ad, avoiding artificially inflating the results.

On the other hand, if you are looking for non-commercial leads such as newsletter subscriptions or free content downloads, even for post-sale support, a 1-day click, 1-day view model would be more suitable. This model accounts for both direct interactions and views that, although they don’t result in immediate clicks, generate short-term interest and eventually convert.

Attribution models with short windows allow you to accurately measure the real value that engagement actions bring to your website. If we used broader attribution windows, the results could be inflated, and campaigns could lose weight in real conversions, especially if you are using multiple paid media channels and various campaigns with different objectives.

For most sales or commercial lead campaigns, the 7-day click, 1-day view attribution model is the standard. This model offers a broad window to measure the immediate impact of your ads without losing sight of those users who need a few days to convert after the initial click.

In the context of high-value products or B2B conversions that can take up to a month, the 30-day click, 1-day view model would be the most appropriate. This model is ideal for capturing considered purchase decisions that may require approval from multiple parties.

On the other hand, the 30-day click, 30-day view model is suitable for complex B2B purchase events and high-consideration products/services, regardless of whether the goal is sales or commercial leads.

Remember that you can adjust the attribution model afterwards if you find that user behaviour is not as expected.

What attribution model do you usually use in your campaigns? Have you considered adjusting your strategy based on these models? I look forward to reading your comments.

What you need to know about YouTube Ads

If you work in digital and paid media marketing, you need to know the following points about YouTube Ads before considering incorporating it into your strategy:

Global Audience Reach

With over 2 billion active monthly users, YouTube offers a massive reach that allows you to target diverse audiences.

Variety of Formats

YouTube Ads offers multiple formats, such as skippable ads, non-skippable ads, in-feed ads, and bumper ads. This variety allows you to tailor your campaigns to specific objectives.

Integration with Google Ads

The integration with Google Ads makes it easier to manage and optimize your campaigns on a single platform.

Targeting

YouTube allows you to segment ads by demographics, interests, and behavior. This increases the likelihood of conversion by reaching the right audience.

Attention-Grabbing

Quickly capturing attention and creating an emotional connection in your ads is crucial for directing users toward a specific action.

Use Cases⬇️

📌 Bumper Ads: Short and impactful, ideal for quickly building brand awareness.

📌 Skippable In-Stream Ads: Perfect for generating traffic and leads, as they allow users to choose whether to watch the full ad.

📌 Shorts: Short videos that connect with younger audiences, generating excitement for your brand.

Points to be reviewed in regular meetings with clients

Maintaining regular meetings with clients ensures they understand both the strategy being followed in managing paid media campaigns and whether the results being achieved are making a difference at a business or commercial level. Here are the key points I usually review with clients:

• General Trend

Analyse whether the overall results are heading in the right direction. Compare current performance with the previous period and with the set objectives.

• Campaign Structure

Verify the campaign structure to ensure they are segmented correctly for each audience.

• Conversion Goals

Check if the conversion goals are being measured correctly and which ones are being used for campaign optimisation. Adjust conversion goals to align with the client's expectations, but not too frequently, only when necessary.

• Key Metrics

Evaluate metrics such as CTR, Cost/Conv., Conversions, Conv. Value/Cost, Cost, Conversion Value, and Clicks. These are some indicative performance metrics and show areas for improvement. Compare different periods to identify trends in time.

• Locations and Regions

Identify the geographical locations of highest and lowest performance. Adjust segmentation based on the results if necessary.

• Ad Scheduling

Ensure ads are shown on optimal days and hours. Adjust scheduling to maximise cost efficiency.

• Devices

Compare performance across mobile devices, tablets, and desktops, and adjust as needed.

• Keywords and Search Terms

Optimise keywords and search terms. Add or exclude as necessary.

• Creatives

Evaluate the performance of visual and textual resources. Create improved versions of the ads based on the results.

• Offers and Incentives

Review the offers and incentives in your ads and landing pages. Show incentives that competitors do not offer and/or adjust promotions and discounts to enhance the appeal of your ads.

• Budget

Ensure the budget is being fully utilised, or adjust as needed.

Reviewing these aspects in regular meetings aligns you more with the client's business goals, while also demonstrating a greater commitment to the success of the campaigns.