Shane and Maria guide you through the tangled web of attribution models. The Attribution Modeling report in AdWords gives you the ability to analyze keywords, ad groups and campaigns to see how they are contributing to the conversion funnel. Learn the difference between Last Click and First Click conversions and the five attribution models available in Adwords. Plus, discover additional conversion reports that help decipher attribution models and common mistake to avoid.

A step-by-step guide and PPC Best Practices Tutorial is available at PPCProfessionals.com.