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Attribution Model is rules for deciding which marketing touchpoint gets credit for a conversion. Did the Google ad, email, or social post drive the sale? Different models give different answers. Last-click gives all credit to the final touch, while multi-touch spreads it around.
Rules for deciding which marketing touchpoint gets credit for a conversion. Did the Google ad, email, or social post drive the sale? Different models give different answers. Last-click gives all credit to the final touch, while multi-touch spreads it around.
The page you see after typing something into Google. It's where all the search results live—ads at the top, organic results below, and sometimes featured snippets, maps, or images mixed in.
Visitors who find your site through unpaid search results. They clicked on your link because Google thought your content matched what they were looking for—not because you paid for the spot.
Visitors who come to your site because you paid for an ad. This includes Google Ads, social media ads, or any other promotion where you're spending money to get clicks.
The words and phrases people type into search engines when they're looking for something. Your job is to figure out which ones your audience uses and make sure your content shows up for them.
Longer, more specific search phrases that fewer people search for but are way easier to rank for. They usually convert better because the searcher knows exactly what they want.