{"id":6226,"date":"2017-11-21T18:32:50","date_gmt":"2017-11-21T18:32:50","guid":{"rendered":"https:\/\/www.geotelecom.es\/blog\/modelos-de-atribucion-negocio\/"},"modified":"2026-03-16T15:46:23","modified_gmt":"2026-03-16T15:46:23","slug":"business-attribution-models","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/modelos-de-atribucion-negocio\/","title":{"rendered":"Attribution Models, Choose the Right One for Your Business"},"content":{"rendered":"<p class=\"wp-block-paragraph\">When we were faced with our first campaigns in <b>Google Adwords<\/b>, We have all found ourselves in the situation of having to <b>choose attribution models<\/b> for <b>counting our conversions<\/b>\u00a0often without knowing very well what we are talking about. Last Click Attribution Model, Data Driven, According to the position....<strong> What are they? Which one do I choose?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Don't worry, in Geotelecom we help you to choose the one that best suits your business.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/modelos-de-atribucion-negocio\/#Antes_de_nada%E2%80%A6_%C2%BFQue_es_una_Conversion\" >First of all... What is a Conversion?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/modelos-de-atribucion-negocio\/#Modelos_de_Atribucion_o_%C2%BFComo_repartimos_el_pastel\" >Attribution Models or How do we divide the pie?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/modelos-de-atribucion-negocio\/#Modelos_que_Podemos_Encontrar_en_Google_Adwords\" >Models that we can find in Google Adwords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/modelos-de-atribucion-negocio\/#Canales_convertidores_y_Canales_Asisitidores\" >Converter Channels and Assistive Channels<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Antes_de_nada%E2%80%A6_%C2%BFQue_es_una_Conversion\"><\/span><b>First of all... What is a Conversion?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When in Digital Marketing we refer to Conversion, we are talking about a <b>value action<\/b> for us and our company in the marketing strategy. This will help us to <b>achieve the objectives set<\/b>. These conversions can be phone calls, lead collection, a file download or a purchase.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now that we know what a conversion is, we are ready to measure where the conversions are coming from. This is where the <b>Attribution.<\/b><b><\/b><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Modelos_de_Atribucion_o_%C2%BFComo_repartimos_el_pastel\"><\/span><b>Attribution Models or How do we divide the pie?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"wp-block-image size-medium wp-image-19331\"><figure class=\"alignright\"><img decoding=\"async\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2017\/11\/Post_Ana-2-300x300.jpg\" alt=\"Stages of a Search\" class=\"wp-image-19331\" \/><figcaption>Google Search Terms<\/figcaption><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Attribution Models are based on the fact that people, before performing a Conversion, perform several actions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">75% of Internet users start their activity on one device and end it on another.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Something similar happens with search terms. In many cases, you start the interaction with more generic terms to reach the conversion through more specific terms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Imagine that you are going to buy a cell phone and you are searching for it. The first search terms are more generic while the last ones are more specific and conversion oriented.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So what is it that has <b>more value to determine the conversion<\/b>? the first interaction? the last? To determine this, there are the <b>Google Attribution Models.<\/b><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Until recently, when there was a conversion in Adwords, the credit for it went to the last interaction with Adwords campaigns. We could not know what happened before that conversion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To solve this, Google has established the different Attribution Models.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Modelos_que_Podemos_Encontrar_en_Google_Adwords\"><\/span>Models that we can find in Google Adwords<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"text-align: justify\"><b>Last Click: <\/b>This is the default in Google Analytics and Google Adwords and the most used. It assigns the credit for the conversion to the last channel the user went through before converting. This model should be used when your business strategy is oriented to the final sale, without taking into account the previous phases of consideration. It is not the most recommended model.<\/li><li style=\"text-align: justify\"><b>First Click: <\/b>This is the opposite attribution model to \u201cLast Click\u201d. It assigns all the credit for the conversion to the first channel that attracted the user's attention and made him click. This model can be useful in branding campaigns. The goal is to give visibility to your brand by assigning 100% of the conversion value to your brand's first contact with the user.<br>\n<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image wp-image-19330 size-large\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2017\/11\/Post_Ana_Gen\u00e9rica-1024x683.jpg\" alt=\"Multidevice Shopping\" class=\"wp-image-19330\" \/><figcaption>How to attribute each conversion in an eCommerce?<\/figcaption><\/figure><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li><b>Linear:<\/b> Spread the value of a conversion evenly across all clicks along the path. If the goal of your advertising strategy is to maintain contact with the customer throughout the entire conversion funnel, from the first interaction to the purchase, this is the model for you.<\/li><li><b>Decline over time:<\/b> Attributes more value to clicks that occur closer to a conversion. The value is distributed based on a lifetime of seven days. In other words, a click made eight days before a conversion takes half the value of a click made one day before. It is very useful for businesses that are very well positioned in the market and want to maintain their positioning. Focus on closing the sale, giving value to all touch points.<\/li><li><b>Depending on the position:<\/b> The model attributes 40 % of the value of a conversion to the first ad clicked and another 40 % to the last ad clicked, the remaining 20 % is distributed among the other clicks in the path. If your business is growing and you have a lot of competition this attribution model will be very useful.<\/li><li><b> Data Driven:<\/b> The Value of a conversion is distributed based on the history data of that conversion action. It is only available on accounts that have sufficient data, as it uses Artificial Intelligence. In order to use this model, an account must have received at least 15,000 clicks and must have recorded at least 600 conversions in 30 days. This is the ideal model for all businesses, but is only available for high volume accounts.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The fairest model and the one that Google recommends is the\u00a0<b>Data-driven model. <\/b>When not available, the following are recommended<b> models<\/b>\u00a0<b>According to Position<\/b> o <b>decline over time.<\/b> Once you are familiar with the attribution models, you must <b>choose the model that best suits your business.<\/b><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Canales_convertidores_y_Canales_Asisitidores\"><\/span><b>Converter Channels and Assistive Channels<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Now that we know the attribution models we can determine the fair value of different campaigns and channels. Thanks to this we can see that there are <b>channels that convert better than others.<\/b>\u00a0How can we optimize the channels that convert the worst?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">First of all, do not rush to restrict the channels that have the least conversions. It is possible that they have a fundamental weight in the conversion. This can be guessed thanks to the <b>Attendance Rate. <\/b><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is calculated by dividing assisted conversions by last click conversions. This tells us whether a channel is more likely to convert or assist the final conversion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the attendance rate is greater than 1, that channel is primarily an assistant to others. It does not generate sales but is crucial in conversion. If this rate is Less than 1, it means that this channel is mainly a \u201cfinisher\u201d of conversions.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"318\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2017\/11\/Canales_Post-1024x318.png\" alt=\"Assisted Conversions\" class=\"wp-image-6224\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><br> This way we have a much clearer view of what is working for us for Conversions and we can optimize based on this information.<br> These are just a few hints that we hope have helped you understand attribution models and choose the one that best suits your business.<br> What about you? Which model do you use?<\/p>","protected":false},"excerpt":{"rendered":"<p>When we face our first campaigns in Google Adwords, we have all found ourselves in the situation of having to choose attribution models to count our conversions many times without knowing very well what we are talking about. Last Click Attribution Model, Data Driven, According to the position .... What are they? Which one should I choose? Don't worry, in Geotelecom we help you to choose the one that best suits your business. First of all... What is a Conversion? When in Digital Marketing we refer to Conversion, we talk about an action of value for us and our company in the marketing strategy. This will help us to achieve our goals. These conversions can be phone calls, lead collection, downloading a file or a purchase. Now that we know what a conversion is, we are ready to measure where the conversions are coming from. This is where Attribution comes into play. Attribution Models or How do we share the pie? Attribution Models are based on the fact that people, before making a Conversion, perform several actions. 75% of internet users start their activity on one device and finish it on another. Something similar happens with search terms. In many cases, they start the interaction with more generic terms to reach the conversion through more specific terms. Imagine that you are going to buy a cell phone and you are searching for it. The first search terms are more generic while the last ones are more specific and conversion oriented. So which is more valuable in determining conversion, the first interaction, the last? To determine this there are Google Attribution Models. Until recently, when there was a conversion in Adwords the credit for it went to the last interaction with Adwords campaigns. We could not know what happened before that conversion. To solve this, Google has established the different Attribution Models. Models that we can find in Google Adwords Last Click: This is the default in Google Analytics and Google Adwords and the most used. It assigns the merit of the conversion to the last channel through which the user has passed before making the conversion. This model should be used when your business strategy is oriented to the final sale, without taking into account the previous phases of consideration. It is not the most recommended model. First Click: This is the opposite attribution model to the \u201cLast Click\u201d. It assigns all the credit for the conversion to the first channel that attracted the user's attention and made him click. This model can be useful in branding campaigns. The goal is to give visibility to your brand by assigning 100% of the conversion value to the first contact your brand made with the user. Linear: Spread the value of a conversion evenly across all clicks along the path. If the goal of your advertising strategy is to maintain contact with the customer throughout the conversion funnel, from the first interaction to the purchase, this is the model for you. Time decay: Attribute more value to clicks that occur closer to a conversion. The value is distributed based on a lifetime of seven days. That is, a click made eight days before a conversion takes half the value of a click made one day before. It is very useful for businesses that are very well positioned in the market and want to maintain their positioning. They focus on closing the sale, giving value to all touch points. According to position: The model attributes 40 % of the value of a conversion to the first ad that received the click and another 40 % to the last one.The remaining 20 % is distributed among the other clicks in the path. If your business is growing and you have a lot of competition this attribution model will be very useful. Data Driven: The Value of a conversion is distributed based on the data in the history of that conversion action. It is only available to accounts that have sufficient data, as it uses Artificial Intelligence. In order to use this model, an account must have received at least 15,000 clicks and must have recorded at least 600 conversions in 30 days. This is the ideal model for all businesses, but is only available for high volume accounts. The fairest model and one that Google recommends is the Data Driven Model. When it is not available, the Position or Decline Over Time models are recommended. Once you know the attribution models, you should choose the model that best suits your business. Converting Channels and Assisting Channels Now that we know the attribution models we can determine the fair value of the different campaigns and channels. Thanks to this we can see that there are channels that convert better than others. How can we optimize the channels that convert the worst? First of all, we should not rush to restrict the channels that convert the least. It is possible that they have a fundamental weight in the conversion. We will guess this thanks to the Attendance Rate. This is calculated by dividing assisted conversions by last-click conversions. This tells us if a channel is more likely to convert or assist the final conversion. If the attendance rate is greater than 1, that channel is primarily assisting others. It does not generate sales but is crucial in conversion. If that rate is Less than 1 it means that that channel is mainly a \u201cfinisher\u201d of conversions. This way we have a much clearer view of what is working for us for Conversions and we can optimize based on this information. These are just a few hints that we hope have helped you understand the attribution models and choose the one that works best for you.<\/p>","protected":false},"author":42,"featured_media":6225,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[21],"tags":[],"class_list":["post-6226","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-google-ads","post_format-post-format-gallery"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Modelos de Atribuci\u00f3n, Elige el Ideal para tu Negocio - Geotelecom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/business-attribution-models\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Modelos de Atribuci\u00f3n, Elige el Ideal para tu Negocio - Geotelecom\" \/>\n<meta property=\"og:description\" content=\"Cuando nos enfrentamos a nuestras primeras campa\u00f1as en Google Adwords, todos nos hemos encontrado en la tesitura de tener que elegir modelos de atribuci\u00f3n para contabilizar nuestras conversiones\u00a0muchas veces sin saber muy bien de qu\u00e9 estamos hablando. Modelo de Atribuci\u00f3n del \u00faltimo Clic, Data Driven, Seg\u00fan la posici\u00f3n\u2026. \u00bfQu\u00e9 son? \u00bfCu\u00e1l elijo? No te preocupes, En Geotelecom te ayudamos para que elijas el que mejor se adapte a tu negocio. Antes de nada&#8230; \u00bfQu\u00e9 es una Conversi\u00f3n? Cuando en Marketing Digital nos referimos a Conversi\u00f3n, hablamos de una acci\u00f3n de valor para nosotros y nuestra empresa en la estrategia de marketing. Esto nos ayudar\u00e1 a alcanzar los objetivos marcados. Estas conversiones pueden ser llamadas de tel\u00e9fono, recogida de leads, descarga de un archivo o una compra. Ahora que ya sabemos que es una conversi\u00f3n estamos listos para medir por donde nos llegan las conversiones. Aqu\u00ed entra en juego la Atribuci\u00f3n. Modelos de Atribuci\u00f3n o \u00bfC\u00f3mo repartimos el pastel? Los Modelos de Atribuci\u00f3n se basan en que las personas, antes de realizar una Conversi\u00f3n realizan varias acciones. El 75% de los usuarios de internet comienzan su actividad en un dispositivo y la termina en otro. Con los t\u00e9rminos de b\u00fasqueda ocurre algo similar. En muchos casos, se comienza la interacci\u00f3n con t\u00e9rminos m\u00e1s gen\u00e9ricos para llegar a la conversi\u00f3n a trav\u00e9s de t\u00e9rminos m\u00e1s espec\u00edficos. Imagina que vas a comprar un tel\u00e9fono M\u00f3vil y est\u00e1s realizando b\u00fasquedas al respecto. Los t\u00e9rminos de las primeras b\u00fasquedas son m\u00e1s gen\u00e9ricos mientras que los \u00faltimos son m\u00e1s espec\u00edficos y orientados a la conversi\u00f3n. Entonces \u00bfqu\u00e9\u00a0es lo que tiene m\u00e1s valor para determinar la conversi\u00f3n? \u00bfla primera interacci\u00f3n? \u00bfla \u00faltima? Para determinar esto existen los Modelos de Atribuci\u00f3n de Google. Hasta hace poco, cuando hab\u00eda una conversi\u00f3n en Adwords el m\u00e9rito de la misma se lo llevaba la \u00faltima interacci\u00f3n con las campa\u00f1as de Adwords. No pod\u00edamos saber que ocurr\u00eda antes de esa conversi\u00f3n. Para saber Resolver esto, Google ha establecido los diferentes Modelos de Atribuci\u00f3n. Modelos que Podemos Encontrar en Google Adwords \u00daltimo Click: Este es el predeterminado en Google Analytics y Google Adwords y el m\u00e1s utilizado. Asigna el m\u00e9rito de la conversi\u00f3n al \u00faltimo canal por el que ha pasado el usuario antes de realizar la conversi\u00f3n. Este modelo se debe usar cuando la estrategia de tu negocio est\u00e1 orientada a la venta final, sin tomar en cuenta las fases previas de consideraci\u00f3n. No es el modelo m\u00e1s recomendable. Primer Click: Es el modelo de atribuci\u00f3n opuesto al \u201c\u00daltimo Clic\u201d. Asigna todo el m\u00e9rito de la conversi\u00f3n al primer canal que atrajo la atenci\u00f3n del usuario y lo hizo clicar. Este modelo puede ser \u00fatil en las campa\u00f1as de branding. El objetivo es dar visibilidad a tu marca, asignando el 100% del valor de la conversi\u00f3n a la primera toma de contacto de tu marca con el usuario. Lineal: Reparte el valor de una conversi\u00f3n de manera uniforme entre todos los clics de la ruta. Si el objetivo de tu estrategia publicitaria es mantener el contacto con el cliente durante todo el embudo de conversi\u00f3n, desde la primera interacci\u00f3n hasta la compra, este es tu modelo. Declive en el tiempo: Atribuye m\u00e1s valor a los clics que se producen en momentos m\u00e1s pr\u00f3ximos a una conversi\u00f3n. El valor se distribuye tomando como base una vida \u00fatil de siete d\u00edas. Es decir, un clic realizado ocho d\u00edas antes de una conversi\u00f3n se lleva la mitad del valor que un clic realizado un d\u00eda antes. Es muy \u00fatil para negocios que est\u00e1n muy bien posicionados en el mercado y que quieren mantener su posicionamiento. Se centran en cerrar la venta, dando valor a todos los puntos de contacto. Seg\u00fan la posici\u00f3n: El modelo atribuye el 40 % del valor de una conversi\u00f3n al primer anuncio que ha recibido el clic y otro 40 % al \u00faltimo.El 20 % restante se distribuye entre los dem\u00e1s clics de la ruta. Si tu negocio se encuentra en crecimiento y tienes una gran competencia este modelo de atribuci\u00f3n te resultar\u00e1 muy \u00fatil. Basada en datos (Data Driven): El Valor de una conversi\u00f3n se distribuye bas\u00e1ndose en los datos del historial de esa acci\u00f3n de conversi\u00f3n. Solo est\u00e1 disponible en las cuentas que tengan suficientes datos, ya que utilizan la Inteligencia Artificial. Para poder utilizar este modelo, una cuenta debe haber recibido al menos 15.000 clics y debe haber registrado al menos 600 conversiones en 30 d\u00edas. Este es el modelo ideal para todos los negocios, pero s\u00f3lo est\u00e1 disponible para cuentas con gran volumen. El modelo m\u00e1s justo y que Google recomienda es el\u00a0Modelo basado en datos. Cuando no est\u00e1 disponible se recomiendan los modelos\u00a0Seg\u00fan la Posici\u00f3n o declive en el tiempo. Una vez que Conoces los modelos de atribuci\u00f3n, debes elegir el modelo que mejor se adapte a tu negocio. Canales convertidores y Canales Asisitidores Ahora que ya conocemos los modelos de atribuci\u00f3n podemos determinar el valor justo de las diferentes campa\u00f1as y canales. Gracias a esto podemos ver que hay canales que convierten mejor que otros.\u00a0\u00bfC\u00f3mo podemos optimizar los canales que peor convierten? Antes de nada, no hay que precipitarse a restringir los canales que menos conversiones tienen. Es posible que tengan un peso fundamental en la conversi\u00f3n. Esto lo adivinaremos gracias a la Tasa de Asistencia. Esto se calcula dividiendo las conversiones asistidas entre las conversiones de \u00faltimo clic. Esto nos indica si un canal es m\u00e1s propenso a convertir o a ayudar a la conversi\u00f3n final. Si la tasa de asistencia es Mayor a 1, Ese canal es principalmente asistente de otros. No genera ventas pero es crucial en la conversi\u00f3n. Si esa tasa es Menor a 1 significa que ese canal es principalmente \u201crematador\u201d de conversiones. De este modo tenemos una visi\u00f3n mucho m\u00e1s clara de lo que nos est\u00e1 funcionando para las Conversiones y podremos optimizar en base a esta informaci\u00f3n. Estas son s\u00f3lo algunas pinceladas que esperamos que hayan ayudado a entender los modelos de atribuci\u00f3n y elegir el que\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.geotelecom.es\/en\/blog\/business-attribution-models\/\" \/>\n<meta property=\"og:site_name\" content=\"Geotelecom\" \/>\n<meta property=\"article:published_time\" content=\"2017-11-21T18:32:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-16T15:46:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/seo-793032_1920.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1275\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Attribution Models, Choose the Ideal for your Business - Geotelecom","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:\/\/www.geotelecom.es\/en\/blog\/business-attribution-models\/","og_locale":"en_US","og_type":"article","og_title":"Modelos de Atribuci\u00f3n, Elige el Ideal para tu Negocio - Geotelecom","og_description":"Cuando nos enfrentamos a nuestras primeras campa\u00f1as en Google Adwords, todos nos hemos encontrado en la tesitura de tener que elegir modelos de atribuci\u00f3n para contabilizar nuestras conversiones\u00a0muchas veces sin saber muy bien de qu\u00e9 estamos hablando. Modelo de Atribuci\u00f3n del \u00faltimo Clic, Data Driven, Seg\u00fan la posici\u00f3n\u2026. \u00bfQu\u00e9 son? \u00bfCu\u00e1l elijo? No te preocupes, En Geotelecom te ayudamos para que elijas el que mejor se adapte a tu negocio. Antes de nada&#8230; \u00bfQu\u00e9 es una Conversi\u00f3n? Cuando en Marketing Digital nos referimos a Conversi\u00f3n, hablamos de una acci\u00f3n de valor para nosotros y nuestra empresa en la estrategia de marketing. Esto nos ayudar\u00e1 a alcanzar los objetivos marcados. Estas conversiones pueden ser llamadas de tel\u00e9fono, recogida de leads, descarga de un archivo o una compra. Ahora que ya sabemos que es una conversi\u00f3n estamos listos para medir por donde nos llegan las conversiones. Aqu\u00ed entra en juego la Atribuci\u00f3n. Modelos de Atribuci\u00f3n o \u00bfC\u00f3mo repartimos el pastel? Los Modelos de Atribuci\u00f3n se basan en que las personas, antes de realizar una Conversi\u00f3n realizan varias acciones. El 75% de los usuarios de internet comienzan su actividad en un dispositivo y la termina en otro. Con los t\u00e9rminos de b\u00fasqueda ocurre algo similar. En muchos casos, se comienza la interacci\u00f3n con t\u00e9rminos m\u00e1s gen\u00e9ricos para llegar a la conversi\u00f3n a trav\u00e9s de t\u00e9rminos m\u00e1s espec\u00edficos. Imagina que vas a comprar un tel\u00e9fono M\u00f3vil y est\u00e1s realizando b\u00fasquedas al respecto. Los t\u00e9rminos de las primeras b\u00fasquedas son m\u00e1s gen\u00e9ricos mientras que los \u00faltimos son m\u00e1s espec\u00edficos y orientados a la conversi\u00f3n. Entonces \u00bfqu\u00e9\u00a0es lo que tiene m\u00e1s valor para determinar la conversi\u00f3n? \u00bfla primera interacci\u00f3n? \u00bfla \u00faltima? Para determinar esto existen los Modelos de Atribuci\u00f3n de Google. Hasta hace poco, cuando hab\u00eda una conversi\u00f3n en Adwords el m\u00e9rito de la misma se lo llevaba la \u00faltima interacci\u00f3n con las campa\u00f1as de Adwords. No pod\u00edamos saber que ocurr\u00eda antes de esa conversi\u00f3n. Para saber Resolver esto, Google ha establecido los diferentes Modelos de Atribuci\u00f3n. Modelos que Podemos Encontrar en Google Adwords \u00daltimo Click: Este es el predeterminado en Google Analytics y Google Adwords y el m\u00e1s utilizado. Asigna el m\u00e9rito de la conversi\u00f3n al \u00faltimo canal por el que ha pasado el usuario antes de realizar la conversi\u00f3n. Este modelo se debe usar cuando la estrategia de tu negocio est\u00e1 orientada a la venta final, sin tomar en cuenta las fases previas de consideraci\u00f3n. No es el modelo m\u00e1s recomendable. Primer Click: Es el modelo de atribuci\u00f3n opuesto al \u201c\u00daltimo Clic\u201d. Asigna todo el m\u00e9rito de la conversi\u00f3n al primer canal que atrajo la atenci\u00f3n del usuario y lo hizo clicar. Este modelo puede ser \u00fatil en las campa\u00f1as de branding. El objetivo es dar visibilidad a tu marca, asignando el 100% del valor de la conversi\u00f3n a la primera toma de contacto de tu marca con el usuario. Lineal: Reparte el valor de una conversi\u00f3n de manera uniforme entre todos los clics de la ruta. Si el objetivo de tu estrategia publicitaria es mantener el contacto con el cliente durante todo el embudo de conversi\u00f3n, desde la primera interacci\u00f3n hasta la compra, este es tu modelo. Declive en el tiempo: Atribuye m\u00e1s valor a los clics que se producen en momentos m\u00e1s pr\u00f3ximos a una conversi\u00f3n. El valor se distribuye tomando como base una vida \u00fatil de siete d\u00edas. Es decir, un clic realizado ocho d\u00edas antes de una conversi\u00f3n se lleva la mitad del valor que un clic realizado un d\u00eda antes. Es muy \u00fatil para negocios que est\u00e1n muy bien posicionados en el mercado y que quieren mantener su posicionamiento. Se centran en cerrar la venta, dando valor a todos los puntos de contacto. Seg\u00fan la posici\u00f3n: El modelo atribuye el 40 % del valor de una conversi\u00f3n al primer anuncio que ha recibido el clic y otro 40 % al \u00faltimo.El 20 % restante se distribuye entre los dem\u00e1s clics de la ruta. Si tu negocio se encuentra en crecimiento y tienes una gran competencia este modelo de atribuci\u00f3n te resultar\u00e1 muy \u00fatil. Basada en datos (Data Driven): El Valor de una conversi\u00f3n se distribuye bas\u00e1ndose en los datos del historial de esa acci\u00f3n de conversi\u00f3n. Solo est\u00e1 disponible en las cuentas que tengan suficientes datos, ya que utilizan la Inteligencia Artificial. Para poder utilizar este modelo, una cuenta debe haber recibido al menos 15.000 clics y debe haber registrado al menos 600 conversiones en 30 d\u00edas. Este es el modelo ideal para todos los negocios, pero s\u00f3lo est\u00e1 disponible para cuentas con gran volumen. El modelo m\u00e1s justo y que Google recomienda es el\u00a0Modelo basado en datos. Cuando no est\u00e1 disponible se recomiendan los modelos\u00a0Seg\u00fan la Posici\u00f3n o declive en el tiempo. Una vez que Conoces los modelos de atribuci\u00f3n, debes elegir el modelo que mejor se adapte a tu negocio. Canales convertidores y Canales Asisitidores Ahora que ya conocemos los modelos de atribuci\u00f3n podemos determinar el valor justo de las diferentes campa\u00f1as y canales. Gracias a esto podemos ver que hay canales que convierten mejor que otros.\u00a0\u00bfC\u00f3mo podemos optimizar los canales que peor convierten? Antes de nada, no hay que precipitarse a restringir los canales que menos conversiones tienen. Es posible que tengan un peso fundamental en la conversi\u00f3n. Esto lo adivinaremos gracias a la Tasa de Asistencia. Esto se calcula dividiendo las conversiones asistidas entre las conversiones de \u00faltimo clic. Esto nos indica si un canal es m\u00e1s propenso a convertir o a ayudar a la conversi\u00f3n final. Si la tasa de asistencia es Mayor a 1, Ese canal es principalmente asistente de otros. No genera ventas pero es crucial en la conversi\u00f3n. Si esa tasa es Menor a 1 significa que ese canal es principalmente \u201crematador\u201d de conversiones. De este modo tenemos una visi\u00f3n mucho m\u00e1s clara de lo que nos est\u00e1 funcionando para las Conversiones y podremos optimizar en base a esta informaci\u00f3n. Estas son s\u00f3lo algunas pinceladas que esperamos que hayan ayudado a entender los modelos de atribuci\u00f3n y elegir el que","og_url":"https:\/\/www.geotelecom.es\/en\/blog\/business-attribution-models\/","og_site_name":"Geotelecom","article_published_time":"2017-11-21T18:32:50+00:00","article_modified_time":"2026-03-16T15:46:23+00:00","og_image":[{"width":1920,"height":1275,"url":"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/seo-793032_1920.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Written by":"","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.geotelecom.es\/blog\/modelos-de-atribucion-negocio\/#article","isPartOf":{"@id":"https:\/\/www.geotelecom.es\/blog\/modelos-de-atribucion-negocio\/"},"author":{"name":"","@id":""},"headline":"Modelos de Atribuci\u00f3n, Elige el Ideal para tu Negocio","datePublished":"2017-11-21T18:32:50+00:00","dateModified":"2026-03-16T15:46:23+00:00","mainEntityOfPage":{"@id":"https:\/\/www.geotelecom.es\/blog\/modelos-de-atribucion-negocio\/"},"wordCount":1132,"commentCount":0,"image":{"@id":"https:\/\/www.geotelecom.es\/blog\/modelos-de-atribucion-negocio\/#primaryimage"},"thumbnailUrl":"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/seo-793032_1920.jpg","articleSection":["Google Ads"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.geotelecom.es\/blog\/modelos-de-atribucion-negocio\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.geotelecom.es\/blog\/modelos-de-atribucion-negocio\/","url":"https:\/\/www.geotelecom.es\/blog\/modelos-de-atribucion-negocio\/","name":"Attribution Models, Choose the Ideal for your Business - 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