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.

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.

How to exclude bad quality leads in Paid Media?

The quality of leads is as important as the quantity, and in some cases, even more so. Attracting poor-quality leads wastes your budget and impacts the overall performance of your campaign. Today, I'm sharing the process I usually follow to improve lead quality:

1. Profile of a Poor-Quality Lead

First, we need to identify what characterises a poor-quality lead. Is it the price? The search intent? The expectations versus what the advert offers? The location? The age? The conversion action? Clearly defining the profile of these leads and what makes them different from good-quality leads is essential in order to take action.

2. Strategies Based on the Profile

With a defined profile, we can implement specific tactics. Some of these include:

Negative Keyword Targeting: Exclude keywords that may be attracting unwanted leads.

Bid and Location Adjustments: Lower bids or exclude locations that generate low-quality leads.

Clear Copy and Creatives: Use clear messages in your ads to set correct expectations and filter out unsuitable leads.

Differentiated Landing Pages: Creating specific landing pages for different audiences can improve lead quality.

Audience Exclusion and Demographic Adjustment: Pause or exclude certain audiences and adjust the demographic criteria of the campaign.

Form-Level Disqualification: Include 1 or 2 mandatory disqualifying questions in your form to filter out poor-quality leads.

3. Continuous Optimisation

The process doesn’t end with implementing some of these strategies. It's important to constantly monitor and adjust the campaigns.

Clearly defining the profile of poor-quality leads and applying specific strategies to exclude them can turn around your paid media campaigns.