How To Get Your Google Ad Attribution On Point

Alex Becker CEO/Founder of HYROS

How To Get Your Google Ad Attribution On Point

Alex Becker CEO/Founder of HYROS

Hey, there everyday people. It’s Alex Becker, the CEO of Hyros, to discuss how to get your Google Ad Attribution on point so that you can make better-performing ads and increase your ROI.

If you’re running ads anywhere and everywhere, getting your attribution correct is critical to your success and also your energy.

Why do I say energy? Because the more time you have to spend analyzing data and then implementing that back into your ads to increase your ROI, takes time and effort.

And if you do it incorrectly, it costs you that time, which you’ll never get back, and the effort it took, which is just exhausting.

So what you want to do is be able to give attribution to the right ads without a ton of effort on your part. You want to get the correct type of insights that let you maximize your ads and improve your ROI.

It’d be great if the process were automated, and it can be, but too many people focus on just one attribution model or report and make some awful decisions because of it.

First, attribution is giving your ads credit for performing the objectives you want. With the correct type of attribution models, you can optimize your messaging and scale those ads that convert the way you expect. You’ll see even greater ROI as you continue to tweak your ads and scale them.

That’s the theory on tracking, anyway. But the problem is that most people don’t know how to track their ads to get the best results.

You want to get your attribution set up quickly so that you can effectively track your ads.

Google believes that its data-driven model is the best for ad attribution. The idea is that by getting a ton of data, you can decipher which ads are performing and which ones aren’t. But the problem is that their attribution reports focus on your ad’s most recent touch with a customer.

Instead, I like to focus on sales. I mean, that’s the point of advertising is to create sales, and by setting up your tracking from your sales, you’re better off figuring out all the different ways that a person came to convert for you.

Before we discuss tracking better, let’s talk about how to track and give attribution in the first place.

Three main types of attribution models are used in tracking ads. Each has a unique function, but each leaves a lot to be desired.

Let’s look at the three types of attribution models. You’re going to find that each one has some problems with them and that you will want to be able to dive deeper into your ads and your targets than what these models provide.

First-touch Attribution

The first time a person clicks an ad or opts in to your page, webinar, or whatever, no matter how long they take before they convert, if you’re tracking first-touch attribution, then that first touch is what gets the credit.

The problem here is that if all you’re doing is giving credit to the first time a person clicks an ad, a lot of information is lost along the way. It’s like going on a first date, then they wait for a year, and you go on your second one, and they want to get married.

A lot of information and familiarity needs to be added along the way.

The first touch model is good for breaking the ice, but figuring out behaviors, preferences, and locations is not ideal for providing the most detailed information about your target.

If you optimize your ads based on first-touch attribution, you’re not going to see the whole picture of who your target is, what they like to do, and how they came to convert. You’ll have plenty of insights into their first interaction with your content but that’s it, so there’s a little value to this model but not much.

Last-touch Attribution

Similarly to first-touch attribution, last-touch gives credit to the last ad that was clicked before finally converting. The benefit to last-touch is that it implies the messaging and targeting of your ad led to the conversion, but there are still a lot of insights left aside.

Google Analytics and Facebook both like to utilize last-touch as their primary reporting model, which benefits their platforms but doesn’t show you much about the behaviors your target exhibited along their buying journey.

For example, the target came across your stuff through an organic paid search.

They went down your rabbit hole funnel and checked out a bunch of videos and your Facebook pages before coming across another ad. So they click the ad, sign-up, and now you leave thinking that the last ad is what convinced them to convert.

That leaves you with the wrong impression about what is working and not working for you in your campaigns. And if you acted on that data, you’ll scale the final ad and kill the ones earlier in the pipeline that may deserve some, or all, of the credit.

But how would you know that without better tracking data? You’d make bad decisions on your ads based on incomplete or wrong information, which is dumb and a huge time suck, so don’t do that, okay?

Instead, get tracking better by using tracking software designed and customized for you and your targeting operations. The only software I know that can go granular about a person’s interactions, tendencies, preferences, behaviors, and interests is Hyros.

Last-touch attribution is good if you’re trying to sharpen your CTA or have built a funnel and are testing the conversions from it. But if you want to sharpen your overall strategy or see what types of behaviors a person took before converting, you’re out of luck.

Multi-touch Attribution

Like first-touch and last-touch, multi-touch attribution has some good and bad things. With multi-touch attribution, you’re finally giving credit to more ads than the first or last time a person clicked an ad, but it doesn’t do enough.

Multi-touch reporting will give a lot of weight to the first and last ads and let all the ads and touches in the middle fight for crumbs. This can be a problem, especially for high-ticket items that take people a while to feel comfortable and build the trust they need to buy them.

Look, as we mentioned, a person may be cruising around all your different content offers and platforms, checking you out, trying to see how you are different from others, and those touches and ads may be the difference between them liking your stuff enough to convert or needing more time.

And if all you worked off of is the reporting that gives a ton of credit to the first and last ad, you’re going to make wrong decisions.

It’s simple. Good information = better decisions. Incomplete and partial information is just as bad as getting the wrong data altogether.

And bad info = bad decisions.

So don’t make the wrong decisions, I don’t want that for you,, and you shouldn’t want that for yourself either.

The best way to get your Google ad attribution figured out is to get granular on the details of your targeting, your messaging, optimizing your CTA, and the behaviors of your target before they convert.

Hyros is the only software I know of that can collect all that data and compile it in a way so that you can make better ad decisions to increase your ROI. With Hyros, you can improve your ROI by 20-30%. It’s proven repeatedly to be the best out there, which is why Hyros is the fastest-growing software tracking company in the world.

Benefits Of Google Ad Attribution

Google likes to claim that advertisers using their ad attribution models can improve their ads and control their ad reach by ignoring all the times that a customer interacted with your content before they chose to click, subscribe, or whatever action you want them to take that is considered a conversion.

Google believes that last-click attribution is the best way to optimize your ads and claims that their attribution allows marketers to reach customers earlier in the buying journey, find how people are searching your business, and improve your ad bids to lower your costs and increase your returns.

Google does offer the ability to manually control your ads, which lets you change your bids, your keywords, and other targeting, but still limits its tracking to the last ads in your campaign and not all the interactions a target had with your stuff.

How To Set Up Google Ad Attribution

If you are sold on the Google way to get your ads the right credit, setting the attribution up is simple.

First, sign in to your Google Ads account.
Next, click the tools icon and under the heading “Measurements,” choose Conversions.
Choose the conversion you want to edit and click the conversion name.
Edit settings as you want.
Click the Attribution Model you want after selecting from a drop-down menu.
Save and click Done.

Again, if you think that Google attribution is the best way you want to give credit to your ads, then setting them up is that easy. The hard part is analyzing the data and plugging it back into your ad campaigns to make your ads more effective.

It will be a lot of work to retarget and optimize your messaging based on this attribution, and is that something you’re willing to risk, wasting time on?

In your business, you probably have a lot to do already and wasting time, especially on things that don’t offer much return, do you really want to do all that work?

But, if you want to do ad attribution that matters and be able to track your ads correctly, the best way I know of to do this is with Hyros.

Look, Hyros will do all the heavy lifting for you to give the proper credit to your Google ads. You’ll get more detailed reporting than first-touch or last-touch attribution, and that depth of information is perfect for you to optimize your messaging and sharpen your targeting even more.

But, of course, you could choose to be a gremlin and do all the tough work by yourself and find that your ads just aren’t returning as you hope. Or you can use fully automated AI with your ad tracking that will plug in data that will sharpen and hone your targeting.

It’s like a hundred years ago.

You could be a hunter with a bow and arrow, sharpening your stone arrow, or you could use a Remington to reload and hunt much quicker. Which would you rather be?

Ok, so that’s it for this post. If you want more information like this, I don’t run classes or offer courses, but I’m active on my YouTube channel and Facebook mastermind groups so you can head over there and check it out.

Subscribe to my YouTube channel and get more content like this updated daily, and if you are serious about getting your ad tracking and Google ad attribution on point, check out Hyros.

We can guarantee that by using Hyros you’ll get 20-30% better ROI on your ad spend, or you don’t pay.
Ok, that’s it for now. I’m Alex Becker of Hyros and if you’re serious about your ads, check out Hyros now and see how much better your ads will perform.

HYROS TRACKING

If you are interested in obtaining the same stats I showed in this video and even having us help you set this up, GO HERE to get more information on HYROS.

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HYROS Facebook Group

It’s really simple. This group is the best media buyer Facebook group online because we make sure that every member is spending significant ad spend before joining. It’s for veteran ad buyers only and because of that the networking/information being shared is on another level. You can apply to join HERE