{"id":773,"date":"2022-01-04T21:44:00","date_gmt":"2022-01-04T20:44:00","guid":{"rendered":"https:\/\/nilsrooijmans.com\/daily\/?p=773"},"modified":"2024-05-23T11:30:29","modified_gmt":"2024-05-23T09:30:29","slug":"audience-adjustments-and-the-attribution-hierarchy","status":"publish","type":"post","link":"https:\/\/nilsrooijmans.com\/daily\/audience-adjustments-and-the-attribution-hierarchy","title":{"rendered":"Audience Adjustments and the Attribution Hierarchy"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">This question landed in my inbox the other day:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>&#8220;If a user is on two audience lists, do both bid adjustments get applied to compute the final bid? And what audience gets the conversion if no bid adjustments are used?&#8221;<\/em><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Good questions, and I had to look up the details on the second one myself.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1) The final bid<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When you set more than one bid adjustment in your campaign (e.g., device, location, and gender), those adjustments are typically multiplied together to determine how much your bid will increase or decrease.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, for audiences it works somewhat differently: <strong>if a user is part of multiple audience lists that have been targeted in a campaign, the highest adjustment among the matching audience lists is used.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SOURCES:<br><a href=\"https:\/\/support.google.com\/google-ads\/answer\/2732132?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/support.google.com\/google-ads\/answer\/2732132?hl=en<\/a><br><a href=\"https:\/\/support.google.com\/google-ads\/answer\/9244122?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/support.google.com\/google-ads\/answer\/9244122?hl=en<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2) The attribution<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Attribution credit can only be given to one audience type.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If a user is on multiple audience lists in the same ad group, the audience with the highest bid adjustment will get impression, click, cost, and conversion attribution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>If a user is on multiple lists which are tied for the highest bid adjustment, then impression, click, cost, and conversions attribution will be distributed according to a defined hierarchy:<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"729\" height=\"552\" src=\"https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/05\/image-19.png\" alt=\"\" class=\"wp-image-774\" srcset=\"https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/05\/image-19.png 729w, https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/05\/image-19-300x227.png 300w\" sizes=\"auto, (max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 984px) 61vw, (max-width: 1362px) 45vw, 600px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">More details here: <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10562924?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/support.google.com\/google-ads\/answer\/10562924?hl=en<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, now we know \ud83d\ude42<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Keep sending in those questions!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8211; Nils<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This question landed in my inbox the other day: &#8220;If a user is on two audience lists, do both bid adjustments get applied to compute the final bid? And what audience gets the conversion if no bid adjustments are used?&#8221; Good questions, and I had to look up the details on the second one myself. &hellip; <a href=\"https:\/\/nilsrooijmans.com\/daily\/audience-adjustments-and-the-attribution-hierarchy\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Audience Adjustments and the Attribution Hierarchy&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-773","post","type-post","status-publish","format-standard","hentry","category-google-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Audience Adjustments and the Attribution Hierarchy - Nils Rooijmans<\/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:\/\/nilsrooijmans.com\/daily\/audience-adjustments-and-the-attribution-hierarchy\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Audience Adjustments and the Attribution Hierarchy - Nils Rooijmans\" \/>\n<meta property=\"og:description\" content=\"This question landed in my inbox the other day: &#8220;If a user is on two audience lists, do both bid adjustments get applied to compute the final bid? 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