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Attribution model comparison report

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Attribution model comparison report visualizes the credits for conversion acquisition of campaign and ad group by the scores of attribution models (last touch, first touch, liner and position-based). Using credits data will help optimize budget allocation across multiple campaigns and ad groups.

When using MCC account for your multiple ad accounts, you can specify multiple accounts for attribution model comparison report. You can select Search Ads accounts under your MCC account.
Learn more details on “Attribution model comparison report specified multiple accounts"

Attribution model
Available indexes on reports

Attribution model

Select two models from the following attribution models to compare credits for conversions by campaign or ad group.

Last touchThis model gives all credit to the last-interacted ad.
Last touch
This model is recommended for products that have a short consideration and are selected for its functionality. (Example: Mail order, travel booking site)
First touchThis model gives all credit to the first-interacted ad.
First touch
This model is recommended for the products where the impression of initial contact is more important. (Example: Imported car, luxury car, luxury brand)
LinearThis model distributes the credit for the conversion ​​evenly across all ad interactions.
Linear
*Image of credit distribution when the number of contacts is 4
This model is recommended for products that have a long consideration period and the approach to each examination stage is important. (Example: Ordinary car, light car, insurance, recruiting, finance, real estate, communication carrier)
Position-based

It gives 40% of the credit to both the first and last ad interactions, with the remaining 20% spread out across other ad interactions.
Position-based
This model is recommended for the products whose brand image and likability can easily contribute to purchase, although it does not appear in the consideration behavior. (Example: Beverage, consumer products, fashion brands)

Available indexes on reports

Main indexes that can be aggregated by Attribution model comparison report are as follows.
*”Conversions” and “Conv. value” will include “View-through conversions.”

Credits for conversions (incl. view-through)The level of credits for “the number of conversion” calculated by specified attribution model.
Credits for cost/conv. (incl. view-through)The level of credits for “cost per conversions” calculated by specified attribution model.
“Cost/conv.” refers to the cost of advertising to get one "conversion."
Credits for conversions (incl. view-through)The level of credits for “conversion value” calculated by specified attribution model.
“Conv. value” is the value such as sales brought about by conversion.
Credits for conv. value (incl. view-through)/costThe level of credits for “conversion value per cost” calculated by specified attribution model.
“Conv. value/cost" indicates how much you earned to your advertising costs.
Rate of changeDisplays the rate of change of the base model to the comparative model among the specified attribution models.
Tips
  • “Conversions (incl. view-through)” is the total number of following conversions.
    Conversions (via click)
    View-through conversions
    Conversions through video view*Conversion that occurred after playing the video for 10 seconds or more (playing is completed if it is 10 seconds or less)
  • “Conv. value (incl. view-through)” is the value such as sales brought about by “Conversions (incl. view-through)”. It shows the total number of “value per conversion” set to the conversion tag.

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