[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fattribution-models-explained":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":396,"breadcrumbs":397,"reading_minutes":211,"category":405,"head":407},"2020-01-08T12:06:36",{"rendered":6},"\u003Cp>Any marketing campaign whether its digital or traditional benefits from being able to review its effectiveness. Whilst it can be trickier for traditional marketing campaigns to express their impact on a business, one huge advantage of digital campaigns is the ability to track key metrics such as clicks and sales\u002Fleads.\u003C\u002Fp>\n\u003Cp>However, even though it’s clearer to track the success of campaigns, there are still challenges around where conversions should be attributed to the various digital channels. For instance, as a digital marketer, it’s vital to distinguish which channel deserves credit for a sale. As a business would you want to attribute the success of a sale to the paid click which generated the 1st click. Or would you want to attribute it to the last click that was generated organically, maybe both?!\u003C\u002Fp>\n\u003Cp>There isn’t a definitive right or wrong answer, and will mainly come down to preference. However, Google Analytics does provide us with an array of different attribution models. Each of which has its own pros and cons as explained in this blog.\u003C\u002Fp>\n\u003Ch2 id=\"last-interaction-attribution\">\u003Cb>Last Interaction Attribution \u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4818\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FthMHeGdu-Screenshot-2020-01-08-at-11.51.54.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"157\" height=\"43\">\u003C\u002Fp>\n\u003Cp>The most common model used in digital reporting is the last interaction attribution model (often known as last click). This model attributes conversions to the digital channel, which was last interacted with by a user on their user journey to a conversion set up in Google analytics.\u003C\u002Fp>\n\u003Cp>This attribution model is one of the most simplistic and does have one big advantage vs others, in that it possibly the most accurate. The reason for is that users now have multiple devices they use within a decision making cycle. As well as the possibility of them deleting their cookies within the conversion lookback window. With this in mind attributing conversions to the last interaction helps eliminate this problem.\u003C\u002Fp>\n\u003Cp>However, the negative side of this model is that it will is that it ignores any contribution made by channels before the last interaction. Even if as mentioned previously these are becoming harder to track. Nevertheless, the model will undervalue certain channels as a result.\u003C\u002Fp>\n\u003Ch2 id=\"first-interaction-attribution\">\u003Cb>First Interaction Attribution\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4819\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fg0rzc8lm-Screenshot-2020-01-08-at-11.53.57.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"157\" height=\"43\">\u003C\u002Fp>\n\u003Cp>First interaction attribution is essentially the polar opposite of last-click attribution. This model will ensure that 100% of the conversion is attributed to a user’s first interaction within a lookback window. For instance, if a user first visits the website through a Facebook advert, any subsequent entrance via any other channel will not be attributed any conversion value.\u003C\u002Fp>\n\u003Cp>Similar to last-click attribution this model is also very simplistic and has many of the same issues. The biggest issue with first interaction is it fails to take into account complex user journeys that occur in long decision-making cycles. A clear example of this is the undervaluing of remarketing campaigns which would receive no credit for keeping the user engaged with the business.\u003C\u002Fp>\n\u003Cp>However one of the advantages of using first interaction is that it’s easier to judge which campaign has started the user journey. This can be especially important for companies which are looking to expand with an aggressive marketing strategy, by pinpointing which channel first helped bring a converted user to the website.\u003C\u002Fp>\n\u003Ch2 id=\"last-non-direct-click\">\u003Cb>Last Non-Direct Click\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4820\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F2HK6ExIK-Screenshot-2020-01-08-at-11.55.31.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"194\" height=\"43\">\u003C\u002Fp>\n\u003Cp>Last non-direct click is essentially the same as last interaction attribution but with one key difference. As the name suggests this model will attribute 100% of a conversion to the last interaction that wasn’t direct.\u003C\u002Fp>\n\u003Cp>This will to lead to an increase in conversions being attributed to all other channels other than direct. This could, therefore, lead to a more accurate representation of which channel actually ‘earned’ the conversion, as typically users will revisit a website directly once it’s bookmarked in their search engine.\u003C\u002Fp>\n\u003Cp>Conversely, of course, this will impact the number of direct conversions you will see. However, it does help distinguish between earned direct visits and users clicking on a bookmarked or previously visited page.\u003C\u002Fp>\n\u003Ch2 id=\"linear\">\u003Cb>Linear\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4821\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FSZHAOjXk-Screenshot-2020-01-08-at-11.56.44.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"98\" height=\"43\">\u003C\u002Fp>\n\u003Cp>Unlike the previous models discussed the linear model will not necessarily award 100% of a conversion to one channel. The aim of this attribution model is to award an equal share of conversion value for every digital touchpoint. For example, if a user Initially clicks through via Facebook, then visits the site through a search campaign and finally converts through a remarketing display campaign, the linear model will award each campaign 0.33% of a conversion.\u003C\u002Fp>\n\u003Cp>This model can help show the effectiveness of different channels when using a multi-channel marketing strategy. However, by evenly attributing conversions across each touchpoint the model doesn’t take into account which clicks would have done most of the heavy lifting primarily the first and last interaction.\u003C\u002Fp>\n\u003Ch2 id=\"time-decay\">\u003Cb>Time Decay\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4822\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FeHOC0ZWJ-Screenshot-2020-01-08-at-11.57.29.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"132\" height=\"43\">\u003C\u002Fp>\n\u003Cp>Time decay is a more complex model, that looks to attribute conversion value to different touchpoints. Based on the span of time since the user’s last click on that channel. For example, a user may have had two touchpoints over the period of a week prior to converting. Initially a week ago through a display campaign and then a week later through a search campaign. In this instance, the conversion would be weighted more towards the search campaign rather than the display campaign. However, both would receive some attribution of the conversion.\u003C\u002Fp>\n\u003Cp>An advantage of this model is that it does attempt to give multiple channels weighted attribution when touchpoints have occurred. However, the recency of the touchpoint does not mean it should be attributed to having more value to a conversion. This is especially true when it comes to businesses which have a longer decision making journey. As this will typically undervalue the clicks which initiated that customer journey.\u003C\u002Fp>\n\u003Ch2 id=\"position-based\">\u003Cb>Position Based\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4823\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FNXFu9LJu-Screenshot-2020-01-08-at-11.58.27.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"151\" height=\"43\">\u003C\u002Fp>\n\u003Cp>The final attribution model is the position-based model. This model attempts to attribute conversion value to all touchpoints which have been hit within the lookback period. However, the key difference with the position-based model is that it will give more credit to the first and last touchpoints.\u003C\u002Fp>\n\u003Cp>The conversion value is distributed as follows; 40% for each of the first and last interactions. The remaining 20% is evenly distributed to any interactions which fall in between the first and last interactions.\u003C\u002Fp>\n\u003Cp>A big advantage gained by using the position-based model is that it attributes value to every touchpoint in a users journey. Whilst also giving extra weighting to the first and last interactions which are the most important.\u003C\u002Fp>\n\u003Ch2 id=\"summary\">\u003Cb>Summary\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>To summarise, each attribution model has positive and negative aspects resulting in none of them being without fault. The key thing to take away when looking at attribution models is which is best suited to a business’s circumstances. If the business is likely to have a long decision making progress then a more complex model would probably be preferable. Conversely, if the user’s typical journey is short then last click or first click attribution will be sufficient.\u003C\u002Fp>\n\u003Cp>At Impression, we are constantly evaluating which attribution model gives the most accurate reflection of performance for our clients. To find out what we could do for your business today, why not get in touch and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">contact\u003C\u002Fa> us today.\u003C\u002Fp>\n",false,"standard",[10],40,[],[13],108,[15,16,17,18,19,20,21,22],"post-4817","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":24,"hero":207},[25,154],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Attribution Models Explained",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},1,"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Aaron Dicks","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":98},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[40,57,69,79,89],{"page":41,"link_text":45},{"ID":13,"post_author":42,"post_date":43,"post_date_gmt":43,"post_content":44,"post_title":45,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":48,"to_ping":44,"pinged":44,"post_modified":49,"post_modified_gmt":49,"post_content_filtered":44,"post_parent":50,"guid":51,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":56},"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":58,"link_text":68},{"ID":59,"post_author":60,"post_date":61,"post_date_gmt":61,"post_content":44,"post_title":62,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":63,"to_ping":44,"pinged":44,"post_modified":64,"post_modified_gmt":64,"post_content_filtered":44,"post_parent":65,"guid":66,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":67},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":70,"link_text":73},{"ID":71,"post_author":42,"post_date":72,"post_date_gmt":72,"post_content":44,"post_title":73,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":74,"to_ping":44,"pinged":44,"post_modified":75,"post_modified_gmt":75,"post_content_filtered":44,"post_parent":76,"guid":77,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":78},244,"2020-12-21 14:32:54","CRO","cro","2026-04-13 10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":80,"link_text":88},{"ID":81,"post_author":42,"post_date":82,"post_date_gmt":82,"post_content":44,"post_title":83,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":84,"to_ping":44,"pinged":44,"post_modified":85,"post_modified_gmt":85,"post_content_filtered":44,"post_parent":52,"guid":86,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":87},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise Analytics",{"page":90,"link_text":93},{"ID":91,"post_author":42,"post_date":92,"post_date_gmt":92,"post_content":44,"post_title":93,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":94,"to_ping":44,"pinged":44,"post_modified":95,"post_modified_gmt":95,"post_content_filtered":44,"post_parent":52,"guid":96,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":97},20655,"2023-01-04 14:22:27","CRM","crm","2025-03-13 14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":99,"id":99,"title":100,"filename":101,"filesize":102,"url":103,"link":104,"alt":44,"author":105,"description":44,"caption":44,"name":106,"status":107,"uploaded_to":52,"date":108,"modified":108,"menu_order":52,"mime_type":109,"type":110,"subtype":111,"icon":112,"width":113,"height":114,"sizes":115},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 15:58:10","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":116,"thumbnail-width":117,"thumbnail-height":117,"medium":118,"medium-width":119,"medium-height":120,"medium_large":121,"medium_large-width":122,"medium_large-height":123,"large":124,"large-width":125,"large-height":126,"1536x1536":127,"1536x1536-width":128,"1536x1536-height":129,"2048x2048":130,"2048x2048-width":131,"2048x2048-height":132,"post-thumbnail":133,"post-thumbnail-width":134,"post-thumbnail-height":135,"12_col":136,"12_col-width":137,"12_col-height":138,"default_landscape":139,"default_landscape-width":140,"default_landscape-height":114,"default_portrait":141,"default_portrait-width":114,"default_portrait-height":140,"6_col_and_margin_short":142,"6_col_and_margin_short-width":134,"6_col_and_margin_short-height":138,"11_col_and_margin":143,"11_col_and_margin-width":144,"11_col_and_margin-height":138,"9_col_rectangle":145,"9_col_rectangle-width":146,"9_col_rectangle-height":147,"11_col":148,"11_col-width":149,"11_col-height":138,"staff_image_696_600":150,"staff_image_696_600-width":113,"staff_image_696_600-height":114,"rectangular_thumbnail":151,"rectangular_thumbnail-width":152,"rectangular_thumbnail-height":153},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":155,"reduced":27,"top_overlap":156,"bottom_underlap":156,"disable_observer":-1,"heading":157,"cta_text":158,"cta_link":159,"items":160},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[161,181,196],{"type_key":16,"title":162,"excerpt":163,"to":164,"postedAt":165,"readingTime":166,"image":167,"authors":168,"category":178},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[169,172,175],{"name":170,"image":171},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":173,"image":174},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":176,"image":177},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":179,"name":180},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":182,"excerpt":183,"to":184,"postedAt":185,"readingTime":186,"image":187,"authors":188,"category":195},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[189,192],{"name":190,"image":191},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":193,"image":194},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":179,"name":180},{"type_key":16,"title":197,"excerpt":198,"to":199,"postedAt":200,"readingTime":166,"image":201,"authors":202,"category":206},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[203,205],{"name":204,"image":191},"Harry Clements",{"name":193,"image":194},{"to":179,"name":180},{"type":208,"style":209,"heading":28,"date":4,"updatedAt":210,"reading_minutes":211,"image":212,"imageAlt":28,"categories":213,"collections":395},"blog-post","light","2022-03-14T14:24:48",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FSdaJ7a2P-050720211625506289_3927372139038527673-office.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[214],{"id":10,"count":215,"description":216,"link":179,"name":180,"slug":217,"taxonomy":218,"parent":52,"meta":219,"acf":220,"head_links":221,"resource_count":222,"yoast_title":223,"yoast_meta":224,"yoast_json_ld":269,"_links":367,"path":179},272,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[225,227,230,233,236,239,242,244,246,248,251,254,257,260,263,266],{"property":226,"content":223},"title",{"property":228,"content":229},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. Browse our tips, advice and opinions in our latest PPC blogs!",{"name":231,"content":232},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":234,"content":235},"canonical","https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcategory\u002Fppc\u002F",{"name":237,"content":238},"og:locale","en_GB",{"property":240,"content":241},"og:type","article",{"property":243,"content":223},"og:title",{"property":245,"content":229},"og:description",{"property":247,"content":235},"og:url",{"property":249,"content":250},"og:site_name","Impression",{"property":252,"content":253},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":255,"content":256},"og:image:width",1200,{"property":258,"content":259},"og:image:height",630,{"property":261,"content":262},"og:image:type","image\u002Fjpeg",{"property":264,"content":265},"twitter:card","summary_large_image",{"property":267,"content":268},"twitter:site","@impressiontalk",{"@context":270,"@graph":271},"https:\u002F\u002Fschema.org",[272,280,289,300],{"@type":273,"@id":274,"url":274,"name":223,"isPartOf":275,"description":229,"breadcrumb":277,"inLanguage":279},"CollectionPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fppc\u002F",{"@id":276},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":278},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fppc\u002F#breadcrumb","en",{"@type":281,"@id":278,"itemListElement":282},"BreadcrumbList",[283,287],{"@type":284,"position":31,"name":285,"item":286},"ListItem","Home","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":284,"position":288,"name":180},2,{"@type":290,"@id":276,"url":286,"name":250,"description":44,"publisher":291,"inLanguage":293,"potentialAction":294},"WebSite",{"@id":292},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization","en-GB",{"@type":295,"target":296,"query-input":299},"SearchAction",{"@type":297,"urlTemplate":298},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":301,"@id":292,"name":250,"url":286,"logo":302,"image":308,"sameAs":309,"@context":313,"email":314,"foundingDate":315,"legalName":316,"vatID":317,"description":318,"telephone":319,"address":320,"location":327,"areaServed":360},"Organization",{"@type":303,"inLanguage":293,"@id":304,"url":305,"contentUrl":305,"width":306,"height":307,"caption":250},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[310,311,312],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":321,"streetAddress":322,"addressLocality":323,"addressRegion":324,"postalCode":325,"addressCountry":326},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[328,337,349],{"@type":329,"name":330,"geo":331,"address":335,"photo":308,"telephone":336},"Place","Impression Digital - Nottingham",{"@type":332,"latitude":333,"longitude":334},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":321,"streetAddress":322,"addressLocality":323,"addressRegion":324,"postalCode":325,"addressCountry":326},"+44 01158 242 212",{"@type":329,"name":338,"geo":339,"address":342,"photo":347,"telephone":348},"Impression Digital - London",{"@type":332,"latitude":340,"longitude":341},"51.50237208377361","-0.09229841534284115",{"@type":321,"streetAddress":343,"addressLocality":344,"addressRegion":345,"postalCode":346,"addressCountry":326},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":329,"name":350,"geo":351,"address":354},"Impression Digital - New York",{"@type":332,"latitude":352,"longitude":353},"40.726722746949","-74.00527778220652",{"@type":321,"streetAddress":355,"addressLocality":356,"addressRegion":357,"postalCode":358,"addressCountry":359},"160 Varick St","New York","NY","10013","USA",[361,364,366],{"@type":362,"name":363},"Country","Worldwide",{"@type":362,"name":365},"GBR",{"@type":362,"name":359},{"self":368,"collection":374,"about":377,"wp:post_type":380,"curies":391},[369],{"href":370,"targetHints":371},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories\u002F40",{"allow":372},[373],"GET",[375],{"href":376},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories",[378],{"href":379},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftaxonomies\u002Fcategory",[381,383,385,387,389],{"href":382},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts?categories=40",{"href":384},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwhite_papers?categories=40",{"href":386},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftools?categories=40",{"href":388},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwebinars?categories=40",{"href":390},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fevents?categories=40",[392],{"name":393,"href":394,"templated":27},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",[],[],[398,400,402,403],{"path":399,"name":285},"\u002F",{"path":159,"name":401},"Blog",{"path":179,"name":180},{"path":404,"name":28},null,[406],{"id":10,"name":180,"path":179},{"title":408,"script":409,"meta":490,"link":518},"Attribution Models Explained - Impression",[410],{"type":411,"key":412,"innerHTML":413},"application\u002Fld+json","yoast-json-ld",{"@context":270,"@graph":414},[415,438,446,449,458,462,480],{"@type":416,"@id":417,"isPartOf":418,"author":420,"headline":28,"datePublished":422,"dateModified":423,"mainEntityOfPage":424,"wordCount":425,"commentCount":52,"publisher":426,"image":428,"thumbnailUrl":430,"articleSection":431,"inLanguage":293,"potentialAction":432},"Article","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fattribution-models-explained\u002F#article",{"@id":419},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fattribution-models-explained\u002F",{"name":33,"@id":421},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F30905680af47e405c37b9921abb28d99","2020-01-08T12:06:36+00:00","2022-03-14T14:24:48+00:00",{"@id":419},1166,{"@id":427},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":429},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fattribution-models-explained\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FSdaJ7a2P-050720211625506289_3927372139038527673-office.jpg?auto=compress%2Cformat&q=90",[180],[433],{"@type":434,"name":435,"target":436},"CommentAction","Comment",[437],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fattribution-models-explained\u002F#respond",{"@type":439,"@id":419,"url":419,"name":408,"isPartOf":440,"primaryImageOfPage":441,"image":442,"thumbnailUrl":430,"datePublished":422,"dateModified":423,"description":443,"breadcrumb":444,"inLanguage":279},"WebPage",{"@id":276},{"@id":429},{"@id":429},"As a business would you want to attribute the success of a sale to the paid click which generated the 1st click, or the last organic click? Maybe Both?!",{"@id":445},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fattribution-models-explained\u002F#breadcrumb",{"@type":303,"inLanguage":293,"@id":429,"url":430,"contentUrl":430,"width":447,"height":448},960,640,{"@type":281,"@id":445,"itemListElement":450},[451,452,454,456],{"@type":284,"position":31,"name":285,"item":286},{"@type":284,"position":288,"name":401,"item":453},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":284,"position":455,"name":180,"item":274},3,{"@type":284,"position":457,"name":28},4,{"@type":290,"@id":276,"url":286,"name":250,"description":44,"publisher":459,"inLanguage":293,"potentialAction":460},{"@id":292},{"@type":295,"target":461,"query-input":299},{"@type":297,"urlTemplate":298},{"@type":301,"@id":292,"name":250,"url":286,"logo":463,"image":308,"sameAs":464,"@context":313,"email":314,"foundingDate":315,"legalName":316,"vatID":317,"description":318,"telephone":319,"address":465,"location":466,"areaServed":476},{"@type":303,"inLanguage":293,"@id":304,"url":305,"contentUrl":305,"width":306,"height":307,"caption":250},[310,311,312],{"@type":321,"streetAddress":322,"addressLocality":323,"addressRegion":324,"postalCode":325,"addressCountry":326},[467,470,473],{"@type":329,"name":330,"geo":468,"address":469,"photo":308,"telephone":336},{"@type":332,"latitude":333,"longitude":334},{"@type":321,"streetAddress":322,"addressLocality":323,"addressRegion":324,"postalCode":325,"addressCountry":326},{"@type":329,"name":338,"geo":471,"address":472,"photo":347,"telephone":348},{"@type":332,"latitude":340,"longitude":341},{"@type":321,"streetAddress":343,"addressLocality":344,"addressRegion":345,"postalCode":346,"addressCountry":326},{"@type":329,"name":350,"geo":474,"address":475},{"@type":332,"latitude":352,"longitude":353},{"@type":321,"streetAddress":355,"addressLocality":356,"addressRegion":357,"postalCode":358,"addressCountry":359},[477,478,479],{"@type":362,"name":363},{"@type":362,"name":365},{"@type":362,"name":359},{"@type":481,"@id":482,"name":33,"image":483,"description":35,"sameAs":486,"url":489},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F30905680af47e405c37b9921abb28d99",{"@type":303,"inLanguage":293,"@id":484,"url":485,"contentUrl":485,"caption":33},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96069d6f196ce202c9674a411bef4b07a3","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",[487,488],"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Faarondicks\u002F","https:\u002F\u002Fx.com\u002Fhttps:\u002F\u002Ftwitter.com\u002Faarondicks","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Faaron-dicks\u002F",[491,492,493,494,495,496,497,498,499,502,504,506,508,509,510,511,513,514,517],{"name":228,"content":443},{"name":231,"content":232},{"property":237,"content":238},{"property":240,"content":241},{"property":243,"content":408},{"property":245,"content":443},{"property":247,"content":419},{"property":249,"content":250},{"property":500,"content":501},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":503,"content":422},"article:published_time",{"property":505,"content":423},"article:modified_time",{"property":252,"content":507},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FSdaJ7a2P-050720211625506289_3927372139038527673-office.jpg?auto=compress%2Cformat",{"property":255,"content":447},{"property":258,"content":448},{"property":261,"content":262},{"name":512,"content":33},"author",{"name":264,"content":265},{"name":515,"content":516},"twitter:creator","@https:\u002F\u002Ftwitter.com\u002Faarondicks",{"name":267,"content":268},[]]