{"id":4079,"date":"2023-03-17T17:34:56","date_gmt":"2023-03-17T16:34:56","guid":{"rendered":"https:\/\/savvyrevenue.com\/attributionsmodel-adwords-ehandel\/"},"modified":"2024-08-30T14:13:14","modified_gmt":"2024-08-30T12:13:14","slug":"attributionsmodel-adwords-ehandel","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/","title":{"rendered":"V\u00e6lg den optimale attributionsmodel til Google Ads for e-handel [Guide + Case Study]"},"content":{"rendered":"<h3>Opsummering<\/h3>\n<ul>\n<li>At ramme forbrugerne tidligt p\u00e5 deres kunderejse er afg\u00f8rende for din succes, n\u00e5r det g\u00e6lder skalering af din annoncering.<\/li>\n<li>&#8220;Sidste klik&#8221;-attribuering frar\u00f8ver dig vigtige data om top-funnel s\u00f8geord.<\/li>\n<li>Jeg anbefaler at bruge en positionsbaseret attribueringsmodel til de fleste virksomheder for at &#8220;sidste klik&#8221;-attribuering.<\/li>\n<li>Hvis du har adgang, anbefaler jeg at sammenligne den data-drevne model med den positionsbaseret for at se om den passer bedre til dine Google Ads-behov.<\/li>\n<li><strong>Andreas Reiffen<\/strong>: Attribueringsmodellering er en upr\u00e6cis videnskab. Det er aldrig det fulde billede og det kan det ikke v\u00e6re.<\/li>\n<li><strong>Mark Irvine<\/strong>: Gennemg\u00e5 konverteringsstierne i Analytics og brug den viden til at hj\u00e6lpe dig med at v\u00e6lge attribueringssmodel.<\/li>\n<li><strong>Amy Bishop<\/strong>: Der er ingen attribueringsmodel som passer til alle.<\/li>\n<li><strong>Frederik Hyldig<\/strong>: Husk at skelne mellem konverteringer rapporteret internt af kanalen (dvs. inde i Google Ads ved hj\u00e6lp af konverteringssporing) og holistisk i Analytics.<\/li>\n<\/ul>\n<p>Da du l\u00e6ser denne artikel antager jeg at du er en rimelig sofistikeret marketer eller webshopejer. Dine PPC kampagner er godt opbygget og har givet dig stabile resultater over tid.<\/p>\n<p>Du har formet dine kampagner til pr\u00e6cis, hvad dine konverterings- og ROI-data har fortalt dig. <strong>Men alt det har guidet dig i den forkerte retning<\/strong>.<\/p>\n<p>I denne artikel forklarer jeg hvorfor standard attribueringsmodellen <strong>i Google Ads<\/strong> er forf\u00e6rdelig for webshops som gerne vil v\u00e6kste. Jeg vil vise dig alle de forskellige attribueringsmodeller og til sidst vil jeg anbefale hvilken attributionsmodel du b\u00f8r bruge hvis du vil se eksplosiv v\u00e6kst.<\/p>\n<h2>Hvad er problemet med &#8220;sidste klik&#8221;-attribuering?<\/h2>\n<p>&#8220;Sidste klik&#8221; blev udt\u00e6nkt p\u00e5 samme tidspunkt som internettet (mere eller mindre). Det var et stort gennembrud p\u00e5 det tidspunkt:<\/p>\n<p><em>Fort\u00e6ller du mig, at jeg kan se, hvilke marketingskampagner der skaber salg p\u00e5 mit website? Det kan ikke passe! DET ER JO FANTASTISK!<\/em><\/p>\n<p>Ja, det var fantastisk, men som de fleste andre ting er det ogs\u00e5 for\u00e6ldet. I dag ved vi meget mere om, hvordan forbrugerne k\u00f8ber og hvordan forbrugsm\u00f8nstrene har ogs\u00e5 \u00e6ndret sig.<\/p>\n<p>Jeg giver dig her tre vigtige grunde til, at &#8220;sidste klik&#8221; faktisk skader dit arbejde med Google Ads:<\/p>\n<p><strong>1)<\/strong>\u00a0<strong>Remarketing har \u00e6ndret hvordan du annoncerer<\/strong>. Vi kan nu \u00e6ndre vores bud eller endda oprette hele kampagner, der udelukkende er m\u00e5lrettet mod de forbrugere, som er interesserede i de varer, du s\u00e6lger, og som har bes\u00f8gt dit website tidligere. Det er <em>stort<\/em>. At f\u00e5 forbrugere p\u00e5 dine remarketinglister er i sig selv v\u00e6rdifuldt. Derfor vil det v\u00e6re form\u00e5lsl\u00f8st kun at s\u00e6tte sin tiltro til det &#8220;sidste klik&#8221;.<\/p>\n<p><strong>2) Kunderejser er ikke 1:1<\/strong>. Det er sj\u00e6ldent kun \u00e9t s\u00f8geord, der medf\u00f8rer et k\u00f8b. Hvis du tilskriver hele v\u00e6rdien af et salg til det seneste s\u00f8geord, som en forbruger har s\u00f8gt p\u00e5, f\u00e5r du un\u00f8jagtige og forsimplede resultater.<\/p>\n<p>3) <strong>Du tracker stadig salg, selvom du \u00e6ndrer din attributionsmodel<\/strong>. Selvom du \u00e6ndrer din attributionsmodel, betyder det ikke, at du i stedet tilskriver v\u00e6rdien til handlinger p\u00e5 websitet, som ikke skaber oms\u00e6tning.<\/p>\n<p>Den sidste er m\u00e5ske den st\u00f8rste \u00e5rsag jeg h\u00f8rer til, at webshops er bange for at skifte attributionsmodel. De tror, at nu vil deres <em>faktiske<\/em>\u00a0ROI falde pga. de smarte marketingsfolk nu vil begynde at spore \u201cfeel good\u201d handlinger, som time on site osv. Det er det ikke det vi taler om, n\u00e5r vi taler om attributionsmodeller. Alt v\u00e6rdi er stadig <em>faktisk<\/em>\u00a0salgsv\u00e6rdi. Det bliver bare tilskrevet de forskellige kanaler forskelligt.<\/p>\n<h2>Overblik over attribueringsmodellerne<\/h2>\n<h3 style=\"font-family: sofia-pro, sans-serif; margin-top: 1em;\">&#8220;F\u00f8rste klik&#8221;<\/h3>\n<p style=\"font-family: sofia-pro, sans-serif;\">Tildeler 100% af v\u00e6rdien til det f\u00f8rste klik.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_First-Touch_031621.jpg\" sizes=\"(max-width: 500px) 100vw, 500px\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_First-Touch_031621.jpg 500w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_First-Touch_031621-300x300.jpg 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_First-Touch_031621-150x150.jpg 150w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_First-Touch_031621.jpg 60w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_First-Touch_031621.jpg 360w\" alt=\"F\u00f8rste_klik_attribueringsmodel\" width=\"500\" height=\"500\" \/><\/p>\n<p><strong>Fordele:<\/strong><br \/>\nF\u00f8rer folk ind i din salgs-funnel.<br \/>\nGod til webshops der har en meget st\u00e6rk salgs-funnel og f\u00e5 produkter.<\/p>\n<p><strong>Ulemper:<\/strong><br \/>\nHvis der bliver foretaget flere s\u00f8gninger i l\u00f8bet af k\u00f8bsrejsen, vil du formentlig miste forbrugeren da de laver flere s\u00f8gninger.<\/p>\n<h3 style=\"font-family: sofia-pro, sans-serif; margin-top: 1em;\">&#8220;Sidste klik&#8221;<\/h3>\n<p style=\"font-family: sofia-pro, sans-serif;\">Tildeler 100% af v\u00e6rdien til det sidste klik.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Last-Touch_031621.jpg\" sizes=\"(max-width: 500px) 100vw, 500px\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Last-Touch_031621.jpg 500w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Last-Touch_031621-300x300.jpg 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Last-Touch_031621-150x150.jpg 150w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Last-Touch_031621.jpg 60w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Last-Touch_031621.jpg 360w\" alt=\"Sidste_klik_attribueringmodel\" width=\"500\" height=\"500\" \/><\/p>\n<p><strong>Fordele:<\/strong><br \/>\nFokuseret p\u00e5 punkter i k\u00f8bsrejsen med h\u00f8j ROI. Okay til webshops med korte k\u00f8bsrejser (under en dag).<\/p>\n<p><strong>Ulemper:<\/strong><br \/>\nMistet mulighed for at p\u00e5virke k\u00f8bere i starten af k\u00f8bsrejsen, hvilket kan f\u00f8re til at du mister dem senere i k\u00f8bsrejsen.<\/p>\n<h3 style=\"font-family: sofia-pro, sans-serif; margin-top: 1em;\">Lin\u00e6r<\/h3>\n<p style=\"font-family: sofia-pro, sans-serif;\">Tildele lige meget v\u00e6rdi til alle punkter i k\u00f8bsrejsen.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Linear_031621.jpg\" sizes=\"(max-width: 500px) 100vw, 500px\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Linear_031621.jpg 500w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Linear_031621-300x300.jpg 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Linear_031621-150x150.jpg 150w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Linear_031621.jpg 60w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Linear_031621.jpg 360w\" alt=\"\" width=\"500\" height=\"500\" \/><\/p>\n<p>Fordele:<br style=\"font-family: sofia-pro, sans-serif;\" \/>Alle punkter bliver betragtet.<\/p>\n<p><strong>Ulemper:<\/strong><br \/>\nOvervurderer punkterne i midten af k\u00f8bsrejsen, hvilket g\u00f8r det sv\u00e6rt at budgive effektivt. Ikke ideelt til PPC.<\/p>\n<h3 style=\"font-family: sofia-pro, sans-serif; margin-top: 1em;\">For\u00e6ldelse<br \/>\n(Time-Decay)<\/h3>\n<p style=\"font-family: sofia-pro, sans-serif;\">Tildele hovedsageligt v\u00e6rdi til sidste punkt i k\u00f8bsrejsen, men giver noget v\u00e6rdi til de tidligere punkter i k\u00f8bsrejsen.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Time-Decay_031621.jpg\" sizes=\"(max-width: 500px) 100vw, 500px\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Time-Decay_031621.jpg 500w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Time-Decay_031621-300x300.jpg 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Time-Decay_031621-150x150.jpg 150w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Time-Decay_031621.jpg 60w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Time-Decay_031621.jpg 360w\" alt=\"for\u00e6ldelse_attribueringmodel\" width=\"500\" height=\"500\" \/><\/p>\n<p><strong>Fordele:<\/strong><br \/>\nSuper effektiv, men tillader stadig at der bliver tildelt v\u00e6rdi til andre punkter.<br \/>\nGod introduktion til de andre attribueringsmodeller.<\/p>\n<p><strong>Ulemper:<\/strong><br \/>\nUndervurderer v\u00e6rdien der kommer fra de f\u00f8rste punkter i k\u00f8bsrejsen. Specielt hos webshops der s\u00e6lger high-end produkter.<\/p>\n<h3 style=\"font-family: sofia-pro, sans-serif; margin-top: 1em;\">Position-baseret<\/h3>\n<p style=\"font-family: sofia-pro, sans-serif;\">Tildele 40% til f\u00f8rste punkt, 40% til sidste punkt og de sidste 20% ligeligt ud p\u00e5 resten.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Position-Based-DA_031621.jpg\" sizes=\"(max-width: 500px) 100vw, 500px\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Position-Based-DA_031621.jpg 500w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Position-Based-DA_031621-300x300.jpg 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Position-Based-DA_031621-150x150.jpg 150w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Position-Based-DA_031621.jpg 60w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Position-Based-DA_031621.jpg 360w\" alt=\"position-baseret_attribueringmodel\" width=\"500\" height=\"501\" \/><\/p>\n<p><strong>Fordele:<\/strong><br \/>\nN\u00e6sten perfekt tildeling til f\u00f8rste punkt, samtidig med at det sidste punkt inden k\u00f8b ogs\u00e5 f\u00e5r sin rette v\u00e6rdi tildelt.<\/p>\n<p><strong>Ulemper:<\/strong><br \/>\nKan undervurderer vigtige punkter i midten af rejsen som kan have stor betydning (det er ikke s\u00e5 relevant i PPC branchen)<\/p>\n<h3 style=\"font-family: sofia-pro, sans-serif; margin-top: 1em;\">Data-drevet<\/h3>\n<p style=\"font-family: sofia-pro, sans-serif;\">Tildeler v\u00e6rdi baseret p\u00e5 algoritmer.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Extra-Chart_031721.jpg\" sizes=\"(max-width: 500px) 100vw, 500px\" srcset=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Extra-Chart_031721.jpg 500w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Extra-Chart_031721-300x300.jpg 300w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Extra-Chart_031721-150x150.jpg 150w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Extra-Chart_031721.jpg 60w, https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Extra-Chart_031721.jpg 360w\" alt=\"data-drevet_attribueringmodel\" width=\"500\" height=\"501\" \/><\/p>\n<p><strong>Fordele:<\/strong><br \/>\nDen er tilpasset de n\u00f8jagtige k\u00f8bsrejser, som dine specifikke kunder tager.<\/p>\n<p><strong>Ulemper:<\/strong><br \/>\nDet er som en Black Box, du ved ikke hvordan den virker. Hvis du gerne vil g\u00e5 en retning som din data ikke viser, s\u00e5 er det din data der bestemmer.<\/p>\n<h2>Sammenlign din data baseret p\u00e5 forskellige attributionsmodeller<\/h2>\n<p>Hvis du \u00e6ndrer din attributionsmodel, kan det f\u00f8les som et skud i blinde. Du er ikke helt sikker p\u00e5, hvad der \u00e6ndres, og du satser mange penge p\u00e5 beslutningen. Det g\u00e6lder alt lige fra, hvor du allokerer dine annoncekroner til oms\u00e6tningen fra hver kanal.<\/p>\n<p>For det f\u00f8rste vil de f\u00e6rreste (l\u00e6s: ingen) webbutikker st\u00f8de p\u00e5 alvorlige problemer, blot fordi de \u00e6ndrer attributionsmodellen. Den st\u00f8rste forandring vil ske, hvis du \u00e6ndrer fra &#8220;sidste klik&#8221; til &#8220;f\u00f8rste klik&#8221;. Det kan v\u00e6re en d\u00e5rlig id\u00e9, men det vil stadigv\u00e6k ikke f\u00e5 dig til at g\u00e5 konkurs.<\/p>\n<p>Heldigvis beh\u00f8ver du ikke at g\u00e6tte dig til hvilken indvirkning det vil have hvis du \u00e6ndre attribueringsmodel.<\/p>\n<p>Google har udviklet et v\u00e6rkt\u00f8j, for at g\u00f8re det nemmere for dig at forudse, hvad der vil ske, n\u00e5r du v\u00e6lger en anden attributionsmodel.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/pasted-image-0-1.png\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/pasted-image-0-2.png\" \/><\/p>\n<p>I eksemplet herover kan du se den effekt, som det vil have at skifte til &#8220;f\u00f8rste-klik&#8221; p\u00e5 en konto.<\/p>\n<p>Nogle kampagner stod pludselig for 15-35% af oms\u00e6tningen end f\u00f8r antaget.<\/p>\n<h3>Er der ingen betydningsfuld forskel mellem &#8220;sidste klik&#8221; og de andre modeller?<\/h3>\n<p>Det er ikke helt uh\u00f8rt, og jeg skal indr\u00f8mme, at jeg blev temmelig forbavset de f\u00f8rste par gange, jeg s\u00e5 dette resultat, efter at have talt om vigtigheden af at skifte attributionsmodel.<\/p>\n<p>Men n\u00e5r jeg kiggede n\u00e6rmere p\u00e5 deres samlede marketingportef\u00f8lje, blev \u00e5rsagen tydelig. <strong>De havde i \u00e5revis optimeret deres marketing efter en &#8220;sidste klik&#8221;-model<\/strong>.<\/p>\n<p>Det bet\u00f8d, at de havde fjernet alle de kanaler eller s\u00f8geord, der ikke skabte nogen oms\u00e6tning if\u00f8lge &#8220;sidste klik&#8221;-modellen. Det medf\u00f8rte, at de havde fjernet st\u00f8rstedelen af de kanaler og s\u00f8geord, som fik kunderne ind i toppen af salgstragten, fra deres marketing.<\/p>\n<p>Hvis det ogs\u00e5 er tilf\u00e6ldet for dig, har du nogle gode muligheder for at udvide dine PPC-kampagner med s\u00f8geord, der er m\u00e5lrettet midten og toppen af salgstragten.<\/p>\n<h2>De attributionsmodeller, jeg anbefaler<\/h2>\n<p>Da jeg oprindeligt begyndte at se n\u00e6rmere p\u00e5 attributionsmodeller, l\u00e6ste jeg mange blogindl\u00e6g, som beskrev, hvad attribution gik ud p\u00e5, men der var ikke et eneste af disse indl\u00e6g, som anbefalede en attributionsmodel.<\/p>\n<p>Jeg udarbejdede derfor nogle retningslinjer for SavvyRevenues kunder, men jeg var overrasket over, hvor f\u00e5 der egentlig kom med anbefalinger eller vejledning omkring attributionsmodeller.<\/p>\n<p>Herunder kan du se, i hvilke situationer jeg anbefaler de forskellige attributionsmodeller:<\/p>\n<h3>Anbefaling: Position-baseret for de fleste webshops<\/h3>\n<p>Jeg foretr\u00e6kker i \u00f8jeblikket Position-Based attributionsmodellen. De fleste af kunderne hos SavvyRevenue v\u00e6lger os, fordi vi er gode til at skalere Google Ads-konti i forhold til, hvor de er i dag.<\/p>\n<p>Det har vi kunne g\u00f8re ved at anerkende v\u00e6rdien af at skabe trafik, <em>som p\u00e5 et tidspunkt medf\u00f8rer salg<\/em>, i stedet for blot at fokusere p\u00e5 at skabe salg her og nu.<\/p>\n<p>Forskellen mellem de to situationer er h\u00e5rfin, men den er vigtig for webshops i v\u00e6kst. N\u00e5r din sporing tilskriver v\u00e6rdi den f\u00f8rste gang, nogen bes\u00f8ger din butik, styrker du b\u00e5de din remarketing og din branding, s\u00e5 der vil v\u00e6re flere, der kender til dig.<\/p>\n<p>Alle de efterf\u00f8lgende gange, du optr\u00e6der i s\u00f8geresultaterne, vil det p\u00e5virke de bes\u00f8gende, som tidligere har bes\u00f8gt dit website. For mig er det vigtigt. Is\u00e6r n\u00e5r man tager h\u00f8jde for den<a href=\"http:\/\/searchengineland.com\/attention-search-marketers-keywords-branded-keywords-267522\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0<\/a><u><a href=\"http:\/\/searchengineland.com\/attention-search-marketers-keywords-branded-keywords-267522\" target=\"_blank\" rel=\"noopener noreferrer\">\u00f8gede CTR og konverteringsrate fra RLSA<\/a><\/u>.<\/p>\n<p>Hvis du nogensinde tror, at der er <strong>unfair fordele i Google Ads<\/strong>, s\u00e5 er det, n\u00e5r dine konkurrenter arbejder p\u00e5 denne m\u00e5de. Vi fanger k\u00f8beren tidligt i salgstragten og tilf\u00f8jer vedkommende til vores remarketinglister.<\/p>\n<p>N\u00e5r de senere s\u00f8ger p\u00e5 s\u00f8geord med h\u00f8j chance for at konvertere, ved vi allerede, at de er aktive p\u00e5 markedet, og vi har tilf\u00f8jet en positiv budjustering, som du ikke kan konkurrere med.<\/p>\n<h3>Brug data-drevet, hvis du konsekvent har<strong> adgang til den<\/strong><\/h3>\n<p>Overordnet set ligner det en god id\u00e9. Google bruger deres avancerede algoritmer\/maskinel\u00e6ring\/kunstig intelligens osv. til at finde de mest almindelige kunderejser og bruger de n\u00f8dvendige v\u00e6rdier p\u00e5 de forskellige trin i rejsen.<\/p>\n<p>Det lyder meget godt.<\/p>\n<p>Der er dog to udfordringer:<\/p>\n<p><strong>1) <\/strong>Jeg har set nogle situationer, hvor webbutikker n\u00e5r kravet p\u00e5 600 konverteringer per 30 dage og skifter direkte til data-drevet uden at overveje, om de vil kunne fastholde det samme antal konverteringer. Ofte vil der v\u00e6re flere konverteringer omkring jul eller Black Friday, som giver de 600 konverteringer.<\/p>\n<p>Men n\u00e5r h\u00f8js\u00e6sonen er overst\u00e5et, vil konverteringerne falde til det normale niveau, og <strong>du bliver tildelt den line\u00e6re attributionsmodel<\/strong>.<\/p>\n<p>Hvis du vil bruge den data-drevet attributionsmodel, skal du derfor v\u00e6re sikker p\u00e5, at du <strong>konstant<\/strong><strong>\u00a0er over gr\u00e6nsen p\u00e5 600 konverteringer<\/strong>.<\/p>\n<p><strong>2) <\/strong>Den data-drevet attributionsmodel er ikke tilg\u00e6ngelig uden for Google Ads. Derfor vil du komme til at bruge \u00e9n model i Google Ads og en anden i Analytics. Det kan skabe problemer, f.eks. n\u00e5r du pr\u00f8ver at konsolidere dine data eller generere rapporter. Data-drevet g\u00f8r heller ikke noget for at tildele mere v\u00e6rdi til Google Ads, som en marketingskanal. Den fungerer <strong>kun inde i Google Ads<\/strong>.<\/p>\n<h3>Brug &#8220;sidste-klik&#8221; hvis du lige er startet ud<\/h3>\n<p>Jeg vil gerne sl\u00e5 et lille slag for &#8220;sidste-klik&#8221;-modellen, hvis du lige er startet ud som webshop og er begr\u00e6nset af budget.<\/p>\n<p>At bruge &#8220;sidste-klik&#8221; n\u00e5r du lige er startet ud kan hj\u00e6lpe dig med at fokusere hele dit budget p\u00e5 de s\u00f8geord som forbrugerne bruger lige inden de laver et k\u00f8b.<\/p>\n<p>Men v\u00e6r opm\u00e6rksom p\u00e5 at denne strategy\u00a0 kan v\u00e6re begr\u00e6nsende, da den er ikke let at skalere.<\/p>\n<h2>Eksperternes foretrukne attributionsmodel og anbefalinger<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Andreas-Reiffent-_031721.jpg\" alt=\"Andreas Reiffen - Founder and CEO at Crealytics\" \/><\/p>\n<blockquote><p>Alle attribueringsmodeller vil i sidste ende tilskrive en komplet forkert v\u00e6rdi fra en konvertering til de forskellige punkter i k\u00f8bsrejsen<\/p><\/blockquote>\n<p>Mit problem med alle attribueringsmodeller er at de tilskriver v\u00e6rdi til punkter i kunderejsen, hvilket foruds\u00e6tter en n\u00f8jagtig m\u00e5ling af v\u00e6rdien af en transaktion genereret ved annonceringen.<\/p>\n<p>Attribueringsmodeller kan hj\u00e6lpe med at estimere hvilken procent del af den totale v\u00e6rdi der skal tilskrives til hvert punkt,\u00a0<strong>men den totale v\u00e6rdi er i sig selv misvisende<\/strong>.<\/p>\n<p>Nuv\u00e6rende attribueringssystemer bruger normalt oms\u00e6tning som udgangspunkt for den totale v\u00e6rdi, hvilket er fejlbaligt af f\u00f8lgende \u00e5rsager:<\/p>\n<ul>\n<li>Hvis en eksisterende kunde gennemf\u00f8rer en transaktion, havde personen muligvis k\u00f8bt alligevel uden at se en annonce. Salg til eksisterende kunder er aldrig gradvis stigende.<\/li>\n<li>Det g\u00f8r en forskel, hvis jeg s\u00e6lger to produkter, der har samme pris, men forskellige margener<\/li>\n<li>Produkter, der bliver udsolgt, kr\u00e6ver ikke annoncering; Derfor er det mindre v\u00e6rdifuldt at s\u00e6lge dem end at s\u00e6lge produkter med overskydende lager<\/li>\n<li>At vinde nye kunder, der derefter foretager gentagne k\u00f8b, er langt mere v\u00e6rdifuldt end blot at tjene penge p\u00e5 eksisterende kunder<\/li>\n<li>Mikro-konverteringer som tilmeldinger til nyhedsbrev eller henvisninger tages ikke i betragtning<\/li>\n<\/ul>\n<p>P\u00e5 grund af dette tildeler alle attribueringsmodeller i sidste ende en helt un\u00f8jagtig v\u00e6rdi af en transaktion til kundens k\u00f8bsrejsepunkter. Selv Googles seneste tilslutning til data-drevet attribuering tager ikke h\u00f8jde for den komplekse styring af produktets livscyklus.<\/p>\n<p>Jeg har ikke en favorit attribueringsmodel, men hvilken som helst model er kun s\u00e5 god som den handling du tager p\u00e5 baggrund af dens data.<\/p>\n<p><strong>Mit bedste tip er at du skal sikre dig at dit budgivningssystemer er i stand til at tilg\u00e5 den attribueret data og optimere baseret p\u00e5 resultaterne<\/strong>. Jeg ville specielt holde \u00f8je med retargeting og anbefaler at du er skeptisk overfor dets fordele.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Mark-Irvine0D_031621.jpg\" alt=\"Mark Irvine - director paid search at search lab\" \/><\/p>\n<blockquote><p>Kig i din &#8220;time lag&#8221;-reporter for at finde din &#8220;optimale&#8221; attribueringsmodel<\/p><\/blockquote>\n<p>Jeg har ikke en favorit attribueringsmodel. Attribueringsmodelering er et fors\u00f8g p\u00e5 at besvare et meget bredt sp\u00f8rgsm\u00e5l om hvor vidt din annoncering har en effekt p\u00e5 dine potentielle kunders adf\u00e6rd. Derfor tror jeg at det er vigtigere at have en holistisk forst\u00e5else af sine potentielle kunders k\u00f8bsrejse, i stedet for bare at fokusere for meget p\u00e5 en specifik model. konverteringsstierne er et godt sted at starte hvis du vil forst\u00e5 rejsen.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/pasted-image-0-8.png\" \/><\/p>\n<p>Hvilken model du v\u00e6lger derfra kommer meget an p\u00e5 m\u00e5lene for dine kampagner. Hvis dit m\u00e5l bare er at opn\u00e5 mere forretning, s\u00e5 er en for\u00e6ldelsesmodel (time decay) et nemt sted at begynde og tage smartere beslutninger. Men hvis dit m\u00e5l er at tiltr\u00e6kke nye kunder, s\u00e5 er der muligvis bedre mulighere i en postion-baseret model, da den vil tilskrive v\u00e6rdi til den kampagne der startede den potentielle kundes interesse.<\/p>\n<p>jeg mener at &#8220;time lag&#8221; reporten er en af de mest oversette reporter i ehandel:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/pasted-image-0-5.png\" \/><\/p>\n<p>Annonc\u00f8rer i e-handel stoler ofte p\u00e5 at det er remarketing kampagner i deres konto der vil konvertere bes\u00f8gende, men ofte ved de ikke hvorn\u00e5r de skal ramme dem med remarketing.<\/p>\n<p>&#8220;Time lag&#8221; reporten vil tydeligt highlighte hvor mange personer der konvertere den f\u00f8rste dag, samt uger efter f\u00f8rste bes\u00f8g p\u00e5 din side. Det kan hj\u00e6lpe dig med at beslutte hvorn\u00e5r din remarketing kampagner skal aktiveres.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Amy-Bishop0D_031621.jpg\" alt=\"Amy Bishop\" \/><\/p>\n<blockquote><p>Jeg tror ikke p\u00e5 at der er \u00e9n perfekt attribueringsmetode<\/p><\/blockquote>\n<p>Jeg tror ikke p\u00e5 at der er \u00e9n perfekt attribueringsmetode. I stedet, foresl\u00e5r jeg at bruge forskellige attribueringsmodeller til at besvare forskellige spr\u00f8gsm\u00e5l.<\/p>\n<p>Vil du vide hvilke kanaler der driver mest ny trafik til dit site? Kig p\u00e5 f\u00f8rste klik.<\/p>\n<p>Vil du vide hvilke kanaler der sikre salg? Kig p\u00e5 sidste klik.<\/p>\n<p>Modellen du bruge b\u00f8r v\u00e6re justeret til det spr\u00f8gsm\u00e5l du gerne vil stille &#8211; og i l\u00f8bet af den process, burde den ogs\u00e5 kunne kaste lys p\u00e5 om dine kampagner performer som forventet.<\/p>\n<p>I en overordnede analyse af kanalernes bidrag, anbefaler jeg at bruge en multi-touch model s\u00e5 man sikre at v\u00e6rdien fra alle kanaler bliver taget i betragtning.<\/p>\n<p>Jeg vil n\u00e6sten aldrig anbefale at bruge single-touch modeller til at analysere den samlede performance.<\/p>\n<p>En undtagelse ville kunne laves i en situation hvor budgetter har et loft og alle aktive kampagner havde til hensigt at drive low-funnel trafik. I det tilf\u00e6lde ville en &#8220;sidste klik&#8221; model kunne bruges til at sikre at alle kampagner ender i salg.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/1007242_Updating-illustrations-from-old-article-Grow-Your-Google-Ads-Campaigns-by-Choosing-the-Right-eCommerce-Attribution-Model_Frederik-Hyldig0D_031621.jpg\" alt=\"Frederik Hyldig - CPO and Head of Paid Search\" \/><\/p>\n<blockquote><p>I sidste ende afh\u00e6nger dit valg af, hvad du gerne vil vise, eller hvor aggressiv du er i din markedsf\u00f8ring<\/p><\/blockquote>\n<p>Desv\u00e6rre findes der stadig ikke en perfekt l\u00f8sning p\u00e5 attribution. N\u00e5r vi ser n\u00e6rmere p\u00e5 de forskellige attributionsmodeller, kan vi se situationen fra forskellige sider.<\/p>\n<p>I sidste ende afh\u00e6nger dit valg af, hvad du gerne vil vise, eller hvor aggressiv du er i din markedsf\u00f8ring (&#8220;sidste klik&#8221;\u00a0er den mest konservative model, mens F\u00f8rste klik er den mest aggressive).<\/p>\n<p>Personligt kan jeg godt lide den Position-Based model, da den tilskriver v\u00e6rdi til alle de involverede klik, men samtidig l\u00e6gger den st\u00f8rst v\u00e6rdi p\u00e5 f\u00f8rste og &#8220;sidste klik&#8221;.<\/p>\n<p>N\u00e5r det handler om attribution, skal du altid v\u00e6re opm\u00e6rksom p\u00e5, om du ser p\u00e5 attribution af intrakanaler, f.eks. konverteringer rapporteret i Google Ads eller Facebook, eller attribution af multikanal (konverteringer i Google Analytics). Husk ogs\u00e5 p\u00e5, om du ser p\u00e5 attribution p\u00e5 tv\u00e6rs af enheder (f.eks. Facebook og til en vis grad Google Ads) eller ej (f.eks. Google Analytics). Vi venter stadig p\u00e5 den perfekte l\u00f8sning, som giver b\u00e5de multikanalattribution og attribution p\u00e5 tv\u00e6rs af enheder.<\/p>\n<h2>Sidste tanker om \u00e6ndring af attribueringsmodel<\/h2>\n<p>Det er skr\u00e6mmende at skifte attributionsmodel. F\u00f8rste gang jeg skiftede attributionsmodel m\u00e5tte jeg lige t\u00e6nke mig om en ekstra gang (ok, 5 ekstra gange). Hvad nu, hvis jeg havde lavet rod i det hele?<\/p>\n<p>Det gjorde jeg ikke. Og nu beder jeg dig om at g\u00f8re det samme helt uden at blinke. Det er en n\u00f8dvendighed for din succes, at du skifter attributionsmodel i b\u00e5de din Google Ads- og Analytics-konto.<\/p>\n<p>Hvis du undrer dig over, hvordan dine konkurrenter kan byde s\u00e5 h\u00f8jt for nogle specifikke s\u00f8geord, s\u00e5 skyldes det, at de har flere potentielle k\u00f8bere p\u00e5 deres remarketinglister end du har. De ved, at disse mennesker er klar til at k\u00f8be, og at de tidligere har vist interesse. Derfor kan de byde langt mere aggressivt, end du kan.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Opsummering At ramme forbrugerne tidligt p\u00e5 deres kunderejse er afg\u00f8rende for din succes, n\u00e5r det g\u00e6lder skalering af din annoncering. &#8220;Sidste klik&#8221;-attribuering frar\u00f8ver dig vigtige data om top-funnel s\u00f8geord. Jeg anbefaler at bruge en positionsbaseret attribueringsmodel til de fleste virksomheder for at &#8220;sidste klik&#8221;-attribuering. Hvis du har adgang, anbefaler jeg at sammenligne den data-drevne model [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4095,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[22],"tags":[31],"class_list":["post-4079","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sporing","tag-attribuering"],"acf":{"posts_intro_text":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>V\u00e6lg den optimale attributionsmodel til e-handel (Guide + Cases)<\/title>\n<meta name=\"description\" content=\"Den mest betydningsfulde \u00e6ndring,\u00a0du kan g\u00f8re i dine Google Ads-kampagner i dag, er at \u00e6ndre din attributionsmodel v\u00e6k fra Last Interaction.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"V\u00e6lg den optimale attributionsmodel til Google Ads for e-handel [Guide + Case Study]\" \/>\n<meta property=\"og:description\" content=\"Jeg vover pelsen og p\u00e5st\u00e5r, at den mest betydningsfulde \u00e6ndring, du kan g\u00f8re i dine Google Ads-kampagner i dag, er at \u00e6ndre din attributionsmodel v\u00e6k fra Last Interaction.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/\" \/>\n<meta property=\"og:site_name\" content=\"savvyrevenue\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SavvyRevenue-294014737696105\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-17T16:34:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-08-30T12:13:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Illustrations-for-new-article-Optimal-Google-Ads-tracking-4_181022-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"1025\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Andrew Lolk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"V\u00e6lg den optimale attributionsmodel til Google Ads for e-handel\" \/>\n<meta name=\"twitter:description\" content=\"Jeg vover pelsen og p\u00e5st\u00e5r, at den mest betydningsfulde \u00e6ndring, du kan g\u00f8re i dine Google Ads-kampagner i dag, er at \u00e6ndre din attributionsmodel v\u00e6k fra Last Interaction.\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/blog\\\/attributionsmodel-adwords-ehandel\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/blog\\\/attributionsmodel-adwords-ehandel\\\/\"},\"author\":{\"name\":\"Andrew Lolk\",\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/#\\\/schema\\\/person\\\/f88322025b963f234b08baf07cd1f019\"},\"headline\":\"V\u00e6lg den optimale attributionsmodel til Google Ads for e-handel [Guide + Case Study]\",\"datePublished\":\"2023-03-17T16:34:56+00:00\",\"dateModified\":\"2024-08-30T12:13:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/blog\\\/attributionsmodel-adwords-ehandel\\\/\"},\"wordCount\":3049,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/blog\\\/attributionsmodel-adwords-ehandel\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/savvyrevenue.com\\\/wp-content\\\/uploads\\\/2024\\\/05\\\/980461_Illustration-for-article-Vaelg-den-optimale-attributionsmodel-til-Google-Ads-for-e-handel_Op2_021721.png\",\"keywords\":[\"Attribuering\"],\"articleSection\":[\"Tracking\"],\"inLanguage\":\"da-DK\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/blog\\\/attributionsmodel-adwords-ehandel\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/blog\\\/attributionsmodel-adwords-ehandel\\\/\",\"url\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/blog\\\/attributionsmodel-adwords-ehandel\\\/\",\"name\":\"V\u00e6lg den optimale attributionsmodel til e-handel (Guide + Cases)\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/blog\\\/attributionsmodel-adwords-ehandel\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/blog\\\/attributionsmodel-adwords-ehandel\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/savvyrevenue.com\\\/wp-content\\\/uploads\\\/2024\\\/05\\\/980461_Illustration-for-article-Vaelg-den-optimale-attributionsmodel-til-Google-Ads-for-e-handel_Op2_021721.png\",\"datePublished\":\"2023-03-17T16:34:56+00:00\",\"dateModified\":\"2024-08-30T12:13:14+00:00\",\"description\":\"Den mest betydningsfulde \u00e6ndring,\u00a0du kan g\u00f8re i dine Google Ads-kampagner i dag, er at \u00e6ndre din attributionsmodel v\u00e6k fra Last Interaction.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/blog\\\/attributionsmodel-adwords-ehandel\\\/#breadcrumb\"},\"inLanguage\":\"da-DK\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/blog\\\/attributionsmodel-adwords-ehandel\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"da-DK\",\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/blog\\\/attributionsmodel-adwords-ehandel\\\/#primaryimage\",\"url\":\"https:\\\/\\\/savvyrevenue.com\\\/wp-content\\\/uploads\\\/2024\\\/05\\\/980461_Illustration-for-article-Vaelg-den-optimale-attributionsmodel-til-Google-Ads-for-e-handel_Op2_021721.png\",\"contentUrl\":\"https:\\\/\\\/savvyrevenue.com\\\/wp-content\\\/uploads\\\/2024\\\/05\\\/980461_Illustration-for-article-Vaelg-den-optimale-attributionsmodel-til-Google-Ads-for-e-handel_Op2_021721.png\",\"width\":400,\"height\":300},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/blog\\\/attributionsmodel-adwords-ehandel\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Tracking\",\"item\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/blog\\\/category\\\/sporing\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"V\u00e6lg den optimale attributionsmodel til Google Ads for e-handel [Guide + Case Study]\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/#website\",\"url\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/\",\"name\":\"savvyrevenue\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"da-DK\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/#organization\",\"name\":\"SavvyRevenue\",\"url\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"da-DK\",\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/savvyrevenue.com\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/savvyrevenue_logo.svg\",\"contentUrl\":\"https:\\\/\\\/savvyrevenue.com\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/savvyrevenue_logo.svg\",\"width\":1,\"height\":1,\"caption\":\"SavvyRevenue\"},\"image\":{\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/SavvyRevenue-294014737696105\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/savvyrevenue.com\\\/dk\\\/#\\\/schema\\\/person\\\/f88322025b963f234b08baf07cd1f019\",\"name\":\"Andrew Lolk\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"da-DK\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/11af5d7b33ff7c2893055c472f44f9f20a6d5c3650963c6427751e6375d40ba9?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/11af5d7b33ff7c2893055c472f44f9f20a6d5c3650963c6427751e6375d40ba9?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/11af5d7b33ff7c2893055c472f44f9f20a6d5c3650963c6427751e6375d40ba9?s=96&d=mm&r=g\",\"caption\":\"Andrew Lolk\"},\"description\":\"Founder - SavvyRevenue\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"V\u00e6lg den optimale attributionsmodel til e-handel (Guide + Cases)","description":"Den mest betydningsfulde \u00e6ndring,\u00a0du kan g\u00f8re i dine Google Ads-kampagner i dag, er at \u00e6ndre din attributionsmodel v\u00e6k fra Last Interaction.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/","og_locale":"da_DK","og_type":"article","og_title":"V\u00e6lg den optimale attributionsmodel til Google Ads for e-handel [Guide + Case Study]","og_description":"Jeg vover pelsen og p\u00e5st\u00e5r, at den mest betydningsfulde \u00e6ndring, du kan g\u00f8re i dine Google Ads-kampagner i dag, er at \u00e6ndre din attributionsmodel v\u00e6k fra Last Interaction.","og_url":"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/","og_site_name":"savvyrevenue","article_publisher":"https:\/\/www.facebook.com\/SavvyRevenue-294014737696105","article_published_time":"2023-03-17T16:34:56+00:00","article_modified_time":"2024-08-30T12:13:14+00:00","og_image":[{"width":1024,"height":1025,"url":"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/Illustrations-for-new-article-Optimal-Google-Ads-tracking-4_181022-1.jpg","type":"image\/jpeg"}],"author":"Andrew Lolk","twitter_card":"summary_large_image","twitter_title":"V\u00e6lg den optimale attributionsmodel til Google Ads for e-handel","twitter_description":"Jeg vover pelsen og p\u00e5st\u00e5r, at den mest betydningsfulde \u00e6ndring, du kan g\u00f8re i dine Google Ads-kampagner i dag, er at \u00e6ndre din attributionsmodel v\u00e6k fra Last Interaction.","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/#article","isPartOf":{"@id":"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/"},"author":{"name":"Andrew Lolk","@id":"https:\/\/savvyrevenue.com\/dk\/#\/schema\/person\/f88322025b963f234b08baf07cd1f019"},"headline":"V\u00e6lg den optimale attributionsmodel til Google Ads for e-handel [Guide + Case Study]","datePublished":"2023-03-17T16:34:56+00:00","dateModified":"2024-08-30T12:13:14+00:00","mainEntityOfPage":{"@id":"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/"},"wordCount":3049,"commentCount":0,"publisher":{"@id":"https:\/\/savvyrevenue.com\/dk\/#organization"},"image":{"@id":"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/#primaryimage"},"thumbnailUrl":"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/980461_Illustration-for-article-Vaelg-den-optimale-attributionsmodel-til-Google-Ads-for-e-handel_Op2_021721.png","keywords":["Attribuering"],"articleSection":["Tracking"],"inLanguage":"da-DK","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/","url":"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/","name":"V\u00e6lg den optimale attributionsmodel til e-handel (Guide + Cases)","isPartOf":{"@id":"https:\/\/savvyrevenue.com\/dk\/#website"},"primaryImageOfPage":{"@id":"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/#primaryimage"},"image":{"@id":"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/#primaryimage"},"thumbnailUrl":"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/980461_Illustration-for-article-Vaelg-den-optimale-attributionsmodel-til-Google-Ads-for-e-handel_Op2_021721.png","datePublished":"2023-03-17T16:34:56+00:00","dateModified":"2024-08-30T12:13:14+00:00","description":"Den mest betydningsfulde \u00e6ndring,\u00a0du kan g\u00f8re i dine Google Ads-kampagner i dag, er at \u00e6ndre din attributionsmodel v\u00e6k fra Last Interaction.","breadcrumb":{"@id":"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/#breadcrumb"},"inLanguage":"da-DK","potentialAction":[{"@type":"ReadAction","target":["https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/"]}]},{"@type":"ImageObject","inLanguage":"da-DK","@id":"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/#primaryimage","url":"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/980461_Illustration-for-article-Vaelg-den-optimale-attributionsmodel-til-Google-Ads-for-e-handel_Op2_021721.png","contentUrl":"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/980461_Illustration-for-article-Vaelg-den-optimale-attributionsmodel-til-Google-Ads-for-e-handel_Op2_021721.png","width":400,"height":300},{"@type":"BreadcrumbList","@id":"https:\/\/savvyrevenue.com\/dk\/blog\/attributionsmodel-adwords-ehandel\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Tracking","item":"https:\/\/savvyrevenue.com\/dk\/blog\/category\/sporing\/"},{"@type":"ListItem","position":2,"name":"V\u00e6lg den optimale attributionsmodel til Google Ads for e-handel [Guide + Case Study]"}]},{"@type":"WebSite","@id":"https:\/\/savvyrevenue.com\/dk\/#website","url":"https:\/\/savvyrevenue.com\/dk\/","name":"savvyrevenue","description":"","publisher":{"@id":"https:\/\/savvyrevenue.com\/dk\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/savvyrevenue.com\/dk\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"da-DK"},{"@type":"Organization","@id":"https:\/\/savvyrevenue.com\/dk\/#organization","name":"SavvyRevenue","url":"https:\/\/savvyrevenue.com\/dk\/","logo":{"@type":"ImageObject","inLanguage":"da-DK","@id":"https:\/\/savvyrevenue.com\/dk\/#\/schema\/logo\/image\/","url":"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/04\/savvyrevenue_logo.svg","contentUrl":"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/04\/savvyrevenue_logo.svg","width":1,"height":1,"caption":"SavvyRevenue"},"image":{"@id":"https:\/\/savvyrevenue.com\/dk\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/SavvyRevenue-294014737696105"]},{"@type":"Person","@id":"https:\/\/savvyrevenue.com\/dk\/#\/schema\/person\/f88322025b963f234b08baf07cd1f019","name":"Andrew Lolk","image":{"@type":"ImageObject","inLanguage":"da-DK","@id":"https:\/\/secure.gravatar.com\/avatar\/11af5d7b33ff7c2893055c472f44f9f20a6d5c3650963c6427751e6375d40ba9?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/11af5d7b33ff7c2893055c472f44f9f20a6d5c3650963c6427751e6375d40ba9?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/11af5d7b33ff7c2893055c472f44f9f20a6d5c3650963c6427751e6375d40ba9?s=96&d=mm&r=g","caption":"Andrew Lolk"},"description":"Founder - SavvyRevenue"}]}},"_links":{"self":[{"href":"https:\/\/savvyrevenue.com\/dk\/wp-json\/wp\/v2\/posts\/4079","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/savvyrevenue.com\/dk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/savvyrevenue.com\/dk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/savvyrevenue.com\/dk\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/savvyrevenue.com\/dk\/wp-json\/wp\/v2\/comments?post=4079"}],"version-history":[{"count":0,"href":"https:\/\/savvyrevenue.com\/dk\/wp-json\/wp\/v2\/posts\/4079\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/savvyrevenue.com\/dk\/wp-json\/wp\/v2\/media\/4095"}],"wp:attachment":[{"href":"https:\/\/savvyrevenue.com\/dk\/wp-json\/wp\/v2\/media?parent=4079"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/savvyrevenue.com\/dk\/wp-json\/wp\/v2\/categories?post=4079"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/savvyrevenue.com\/dk\/wp-json\/wp\/v2\/tags?post=4079"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}