If there’s one question that every search marketer has had to answer for a client, it’s this one: Why don’t my conversions in Google Ads and Google Analytics match? The answer is simple, yet hard to understand. It’s all about your attribution modeling.
What is Attribution Modeling?
For the purposes of this discussion, we’ll start here. Attribution modelling is simply a way of looking at who gets credit for a sale or lead. Depending on the model, someone might get credit for the whole transaction, or just part of it. There is no “correct” model, and selecting the most appropriate model will depend upon your business.
