In search engine advertising (SEA), conversions rarely result from a single click. Users move through multiple touchpoints, devices, and queries before finally purchasing or submitting a lead. The concepts of search funnel, conversion path, and attribution modelling provide the analytical framework to understand this multi-step journey and to allocate budget efficiently.
This article outlines how these concepts interact and how AIRVOLKSMARKETING can use them to optimise performance and ROI.
1. From Marketing Funnel to Search Funnel and Conversion Path
The marketing funnel describes the progression from initial awareness to conversion and loyalty, often in stages such as awareness, consideration and purchase.
A search funnel applies this logic specifically to search behaviour. It represents the journey users take through search engines, from informational queries at the top of the funnel to brand and transactional queries near the point of conversion.
Typical search funnel stages include:
- Awareness: generic, problem-oriented searches (e.g. “weekend trip ideas Germany”).
- Research: solution-oriented and comparative searches (e.g. “wellness weekend Hamburg”).
- Consideration: more specific, often location- or category-based (e.g. “hotel Hamburg spa”).
- Purchase: brand and intent-rich searches (e.g. “[brand name] hotel Hamburg booking”).
The conversion path is the concrete sequence of interactions (keywords, ads, channels, devices) leading up to a conversion. Analytics systems such as Google Analytics’ historical Multi-Channel Funnels illuminated these paths, showing how channels initiated, assisted, or completed conversions across a lookback window.
For AIRVOLKSMARKETING, this means that performance evaluation of a keyword such as “hotel hamburg” must be based on its role within the entire path, not only its last-click conversions.
2. Attribution Modelling: Assigning Credit Along the Journey
As digital customer journeys become non-linear and multi-channel, simply attributing 100 % of a conversion to the last click is increasingly misleading. Attribution modelling addresses this challenge.
In the academic and professional literature, attribution modelling is defined as the analytical process of distributing appropriate credit for a sale or conversion across all marketing touchpoints in the customer journey.
Research has demonstrated that attribution models influence perceived channel performance and, consequently, budget allocation. Data-driven and multi-touch models can yield more realistic estimates of each channel’s contribution than simplistic single-touch rules.
For performance marketing, this means that search, display, social, and remarketing should not be optimised in isolation; their combined effect along the conversion path must be considered.
3. Classic Attribution Models in Practice
In the context of SEA and web analytics, six classic attribution models are typically discussed:
- Last Click Attribution
- 100 % of the conversion value goes to the last interaction.
- Simple to interpret and historically the default in many tools.
- Tends to systematically undervalue upper- and mid-funnel campaigns.
- First Click Attribution
- Full credit for the conversion is assigned to the first interaction.
- Useful for evaluating discovery channels and early-funnel keywords.
- Underestimates the impact of retargeting and closing campaigns.
- Linear Attribution
- The conversion value is evenly distributed across all touchpoints.
- Reflects the idea that each contact contributes equally.
- Often too coarse, because not every interaction has the same impact.
- Time Decay Attribution (Time-Weighted)
- Later touchpoints closer to the conversion receive more credit than earlier ones.
- Suitable for longer decision processes where recency plays a major role.
- Position-Based Attribution (U-Shape / “Bathtub Model”)
- Typically allocates a large share of credit to first and last interactions, with the remainder spread across middle touchpoints.
- Mirrors the intuition that introduction and closure are especially important, while mid-funnel still matters.
- Data-Driven Attribution
- Uses statistical or machine learning methods to estimate how much each touchpoint increases the probability of conversion, based on historical path data.
- Adapts to the structure of each business’s actual journeys and can capture complex patterns (e.g. synergies between channels).
It is important to note that Google Ads and Google Analytics 4 have deprecated some of the rule-based models (first click, linear, time decay, position-based), now favouring data-driven attribution and, to a lesser extent, last-click models in their standard interfaces.
However, from a conceptual and strategic perspective, all six models remain highly relevant for understanding how different attribution logics influence performance interpretation.
4. Search Funnel, Conversion Path, and Attribution: The “Hotel Hamburg” Example
Consider the following simplified path for a user who ultimately books a hotel:
- “weekend trip ideas Germany” – generic inspiration search.
- “wellness weekend Hamburg” – category-level search; clicks a search ad.
- “hotel hamburg” – broader commercial search; clicks another ad.
- “[brand name] hotel hamburg” – branded search; final click and booking.
In a traditional last-click model, the branded keyword receives 100 % of the credit. The keyword “hotel hamburg” appears expensive and low-ROI if only last-click conversions are evaluated.
A position-based or data-driven model would allocate a substantial portion of the credit to “hotel hamburg” and possibly also to “wellness weekend hamburg”, recognising their role in moving the user from general intent to concrete brand consideration.
For AIRVOLKSMARKETING, this means:
- Generic or mid-funnel keywords that rarely close conversions directly may still be indispensable in the journey.
- Pausing such keywords purely on last-click metrics can degrade overall performance, even if short-term CPA appears to improve.
- Attribution-aware optimisation supports more stable growth and a more accurate view of keyword value across the funnel.
5. Strategic Implications for Performance Marketing and AIRVOLKSMARKETING
By combining search funnel analysis, conversion path reporting, and attribution modelling, AIRVOLKSMARKETING can:
- Optimise Budget Allocation Across the Funnel
Budgets can be shifted towards keywords and campaigns that demonstrably contribute to the journey, rather than only those that appear strong in last-click reports. - Correctly Value Upper- and Mid-Funnel Activities
Upper-funnel generics and mid-funnel comparison queries receive appropriate recognition for their role in creating and nurturing demand, reflecting insights from funnel and customer journey research. - Align Bidding and Creative Strategy with Journey Stages
- Awareness: educational ad copy and broader matching strategies.
- Consideration: more specific offers, trust signals, and social proof.
- Conversion: strong calls-to-action and frictionless landing experiences.
- Improve ROI Measurement and Communication
Using advanced attribution models, AIRVOLKSMARKETING can present a more realistic ROI picture to stakeholders, showing how channels and keywords work together instead of competing for last-click credit.
Conclusion
The combination of search funnel, conversion path, and attribution modelling transforms SEA from a purely last-click-driven channel into a disciplined system for understanding and influencing the entire customer journey.
For AIRVOLKSMARKETING, this perspective enables:
- more intelligent budget decisions,
- fairer performance evaluation of channels and keywords,
- and a competitive advantage over advertisers who continue to optimise solely on last-click data.
References
- Aalto University – Rentola, O. (2014). Analyses of Online Advertising Performance Using Attribution Modeling.
- Berman, R. (2013). Beyond the Last Touch: Attribution in Online Advertising. Wharton School Working Paper.
- Ghose, A., & Todri, V. (2015). Measuring the Impact of Display Advertising on Online Consumer Behavior.
- Google. (Legacy). About Multi-Channel Funnels / Assisted Conversions. Analytics Help.
- Google Ads Help. (2024). About attribution models.
- Measureschool. (2025). Google Analytics 4 Attribution Models (Definitive Guide).
- Outgrow. (2025). What Is a Funnel? Guide to Marketing & Sales Funnels.
- Moffett, M. et al. (2020). Attribution Modelling in Marketing: Literature Review and Research Agenda.
- DataFeedWatch. (2024). Guide to Google Ads Attribution Models.
- Mrad, A. B. et al. (2024). Intelligent Attribution Modeling for Enhanced Digital Marketing Performance.
