Imagine the following: You are running ten ads through Google Ads, each one optimized for different keywords.\u00a0One ad often leads to a product purchase, while the other nine generate clicks but no conversions. Are nine of the ten advertisements wasted? Not necessarily!\u00a0It is quite possible that a user clicks several ads before he becomes a paying customer because he wants to get an idea of \u200b\u200byour company and your offer (or because your remarketing strategy is successful).\u00a0That would mean that several advertisements – possibly also on different end devices – serve as \u201ctouchpoints\u201d in the customer journey and therefore have to be viewed as conversion-relevant to a certain extent. Reports and options for dynamic attribution<\/strong><\/span>\u00a0make these complex relationships between ads more transparent.\u00a0There are attribution models such as \u201cfirst click\u201d, \u201cposition-based\u201d, \u201clinear\u201d or \u201cdata-driven\u201d, which individually depict which ads have contributed to the conversion and to what extent. On the one hand, this allows decisive conclusions to be drawn about the budget distribution.\u00a0On the other hand, the attributions influence automated bid strategies. Dynamic attribution therefore has a monetary value: You recognize which advertisements are the most important points of contact for your customers and can consciously adjust your bids accordingly.<\/p><\/div><\/div><\/li>