Among the various attribution models, each aims to assess the contribution of individual campaigns to the final outcome. However, not all of them can precisely indicate which campaigns should be optimized or disabled.
Introduction to Top Score
One intriguing solution is the Top Score attribution model by Rick AI from Ilya Krasinsky. This model attributes 100% of the transaction revenue to all campaigns a user interacted with, from the first session to the moment of purchase. This allows evaluating the maximum potential contribution of each campaign to revenue.
How does Top Score work?
Suppose a user engaged with multiple paid campaigns before making a purchase. Top Score recognizes the contribution of each, assigning 100% of the revenue of each campaign in the chain. This provides a comprehensive view of the potential income various marketing channels can bring.
Advantages of using Top Score
Utilizing Top Score helps identify campaigns requiring optimization or complete shutdown. If a campaign's revenue is less than its expenses, it's evident that it's unprofitable. This model is also ideal for businesses with longer purchase decision cycles, aiding in assessing campaigns' deferred contributions.
When and how to apply?
It's recommended to use Top Score in combination with other models, such as last-click, to evaluate campaigns from different perspectives. This allows precisely determining which campaigns to retain, which need optimization, and which to scale.
I've employed Top Score and can confirm it offers marketers a powerful tool for assessing the effectiveness of advertising campaigns, especially by comparing two extremes – like Last Click and Top Score.
It's crucial not to aim for the "perfect" attribution model but to focus on acquiring more leads for less money. Top Score is an excellent practical tool for this purpose.
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