{"id":19943,"date":"2019-08-27T14:53:31","date_gmt":"2019-08-27T07:53:31","guid":{"rendered":"https:\/\/fff.com.vn\/?p=19943"},"modified":"2020-08-07T14:50:10","modified_gmt":"2020-08-07T07:50:10","slug":"mo-hinh-phan-bo-phu-hop","status":"publish","type":"post","link":"https:\/\/fff.com.vn\/mo-hinh-phan-bo-phu-hop\/","title":{"rendered":"Google Attribution Models: M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 n\u00e0o ph\u00f9 h\u1ee3p v\u1edbi b\u1ea1n?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_17 counter-flat ez-toc-white\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">M\u1ee5c l\u1ee5c<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class=\"ez-toc-list ez-toc-list-level-1\"><li class=\"ez-toc-page-1\"><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/fff.com.vn\/mo-hinh-phan-bo-phu-hop\/#Mo_hinh_phan_bo_quang_cao_cua_Google_la_gi\" title=\"M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 qu\u1ea3ng c\u00e1o c\u1ee7a Google l\u00e0 g\u00ec?\">M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 qu\u1ea3ng c\u00e1o c\u1ee7a Google l\u00e0 g\u00ec?<\/a><\/li><li class=\"ez-toc-page-1\"><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/fff.com.vn\/mo-hinh-phan-bo-phu-hop\/#1_Nhap_chuot_cuoi_cung_Last-Click_Model_-_Default_Model\" title=\"1. Nh\u1ea5p chu\u1ed9t cu\u1ed1i c\u00f9ng (Last-Click Model &#8211; Default Model)\">1. Nh\u1ea5p chu\u1ed9t cu\u1ed1i c\u00f9ng (Last-Click Model &#8211; Default Model)<\/a><\/li><li class=\"ez-toc-page-1\"><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/fff.com.vn\/mo-hinh-phan-bo-phu-hop\/#2_Nhap_chuot_dau_tien_First-Click_Model\" title=\"2. Nh\u1ea5p chu\u1ed9t \u0111\u1ea7u ti\u00ean (First-Click Model)\">2. Nh\u1ea5p chu\u1ed9t \u0111\u1ea7u ti\u00ean (First-Click Model)<\/a><\/li><li class=\"ez-toc-page-1\"><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/fff.com.vn\/mo-hinh-phan-bo-phu-hop\/#3_Mo_hinh_tuyen_tinh_Linear_Model\" title=\"3. M\u00f4 h\u00ecnh tuy\u1ebfn t\u00ednh (Linear Model)\">3. M\u00f4 h\u00ecnh tuy\u1ebfn t\u00ednh (Linear Model)<\/a><\/li><li class=\"ez-toc-page-1\"><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/fff.com.vn\/mo-hinh-phan-bo-phu-hop\/#4_Mo_hinh_giam_dan_theo_thoi_gian_Time_Decay_Model\" title=\"4. M\u00f4 h\u00ecnh gi\u1ea3m d\u1ea7n theo th\u1eddi gian (Time Decay Model)\">4. M\u00f4 h\u00ecnh gi\u1ea3m d\u1ea7n theo th\u1eddi gian (Time Decay Model)<\/a><\/li><li class=\"ez-toc-page-1\"><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/fff.com.vn\/mo-hinh-phan-bo-phu-hop\/#5_Dua_vao_vi_tri_Position-Based_Model\" title=\"5. D\u1ef1a v\u00e0o v\u1ecb tr\u00ed (Position-Based Model)\">5. D\u1ef1a v\u00e0o v\u1ecb tr\u00ed (Position-Based Model)<\/a><\/li><li class=\"ez-toc-page-1\"><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/fff.com.vn\/mo-hinh-phan-bo-phu-hop\/#6_Theo_huong_du_lieu_Data-Driven_Model\" title=\"6. Theo h\u01b0\u1edbng d\u1ef1 li\u1ec7u (Data-Driven Model)\">6. Theo h\u01b0\u1edbng d\u1ef1 li\u1ec7u (Data-Driven Model)<\/a><\/li><\/ul><\/nav><\/div>\n<p><strong>M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 (Google Attribution Models) <\/strong>gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 c\u00e1ch th\u1ee9c, th\u1eddi gian v\u00e0 l\u00fd do ng\u01b0\u1eddi d\u00f9ng chuy\u1ec3n \u0111\u1ed5i tr\u00ean Google Ads c\u1ee7a b\u1ea1n. Hi\u1ec7n c\u00f3 s\u00e1u m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 Qu\u1ea3ng c\u00e1o Google (Google Attribution Models) kh\u00e1c nhau \u0111\u1ec3 l\u1ef1a ch\u1ecdn.<br \/>\nTuy nhi\u00ean, n\u1ebfu ch\u1ecdn M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 qu\u1ea3ng c\u00e1o sai c\u00f3 th\u1ec3 l\u00e0m d\u1eef li\u1ec7u b\u00e1o c\u00e1o kh\u00f4ng ch\u00ednh x\u00e1c, \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch. V\u1eady:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Lo\u1ea1i m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 Qu\u1ea3ng c\u00e1o Google l\u00e0 g\u00ec?<\/li>\n<li>Ch\u1ecdn <a href=\"https:\/\/fff.com.vn\/google-attribution-mo-hinh-phan-bo-nao-phu-hop\/\"><strong>m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 ph\u00f9 h\u1ee3p v\u1edbi chi\u1ebfn d\u1ecbch c\u1ee7a b\u1ea1n<\/strong><\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>C\u00f9ng &#8220;\u0111\u00e0o s\u00e2u&#8221; v\u00e0o c\u00e1c lo\u1ea1i m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 tr\u00ean Google Ads trong b\u00e0i vi\u1ebft sau:<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Mo_hinh_phan_bo_quang_cao_cua_Google_la_gi\"><\/span>M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 qu\u1ea3ng c\u00e1o c\u1ee7a Google l\u00e0 g\u00ec?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Theo \u0111\u1ecbnh ngh\u0129a c\u1ee7a Google:<br \/>\n<em>&#8220;M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 l\u00e0 quy t\u1eafc ho\u1eb7c b\u1ed9 quy t\u1eafc, x\u00e1c \u0111\u1ecbnh c\u00e1ch ph\u00e2n ph\u1ed1i t\u00edn d\u1ee5ng cho qu\u1ea3ng c\u00e1o b\u00e1n h\u00e0ng, v\u00e0 chuy\u1ec3n \u0111\u1ed5i \u0111\u01b0\u1ee3c ch\u1ec9 \u0111\u1ecbnh tr\u00ean \u0111\u01b0\u1eddng d\u1eabn chuy\u1ec3n \u0111\u1ed5i c\u1ee7a ng\u01b0\u1eddi d\u00f9ng&#8221; &#8211; Google Analytics Help<\/em><br \/>\nN\u00f3i m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n h\u01a1n th\u00ec:<br \/>\n<em>&#8220;M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 s\u1ebd ph\u00e2n t\u00edch v\u00e0 b\u00e1o c\u00e1o c\u00e1c k\u00eanh ho\u1eb7c t\u1eeb kh\u00f3a n\u00e0o s\u1ebd cung c\u1ea5p t\u00edn d\u1ee5ng cho vi\u1ec7c b\u00e1n \/ chuy\u1ec3n \u0111\u1ed5i t\u1eeb qu\u1ea3ng c\u00e1o c\u1ee7a b\u1ea1n&#8221; &#8211; Brad Smith<\/em><br \/>\nNghe c\u00f3 v\u1ebb d\u1ec5, tuy nhi\u00ean \u0111\u1ec3 d\u1eabn \u0111\u1ebfn \u0111\u01b0\u1ee3c chuy\u1ec3n \u0111\u1ed5i kh\u00f4ng ch\u1ec9 c\u1ea7n ng\u01b0\u1eddi d\u00f9ng search \u0111\u00fang t\u1eeb kho\u00e1, click qu\u1ea3ng c\u00e1o. N\u00f3 l\u00e0 c\u1ea3 m\u1ed9t qu\u00e1 tr\u00ecnh, h\u1ecd c\u00f3 th\u1ec3 \u0111\u00e3 truy c\u1eadp Instagram, Twitter, trang web, trang \u0111\u00edch, email, qu\u1ea3ng c\u00e1o ti\u1ebfp th\u1ecb l\u1ea1i,&#8230; trong v\u00f2ng m\u1ed9t th\u00e1ng m\u1edbi quy\u1ebft \u0111\u1ecbnh mua.<\/p>\n<div id=\"attachment_19944\" style=\"width: 962px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-19944\" loading=\"lazy\" class=\"wp-image-19944 size-full\" src=\"https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-model-nlc-ex.jpg\" alt=\"\" width=\"952\" height=\"474\" srcset=\"https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-model-nlc-ex.jpg 952w, https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-model-nlc-ex-480x239.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 952px, 100vw\" \/><p id=\"caption-attachment-19944\" class=\"wp-caption-text\"><em>Quy tr\u00ecnh m\u1ed9t ng\u01b0\u1eddi d\u00f9ng ch\u1ecdn chuy\u1ebfn \u0111i du l\u1ecbch cho m\u00ecnh tr\u00ean Google. B\u01b0\u1edbc 2&amp;3 l\u00e0 b\u01b0\u1edbc quan tr\u1ecdng tr\u01b0\u1edbc khi d\u1eabn \u0111\u1ebfn chuy\u1ec3n \u0111\u1ed5i<\/em><\/p><\/div>\n<p>Vi\u1ec7c \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 qu\u1ea3ng c\u00e1o s\u1ebd gi\u00fap cung c\u1ea5p d\u1eef li\u1ec7u r\u00f5 r\u00e0ng h\u01a1n v\u1ec1 nh\u1eefng k\u00eanh n\u00e0o \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng nh\u1ea5t trong vi\u1ec7c chuy\u1ec3n \u0111\u1ed5i m\u1ed9t kh\u00e1ch h\u00e0ng.<br \/>\nC\u00f9ng xem x\u00e9t s\u00e1u m\u00f4 h\u00ecnh hi\u1ec7n t\u1ea1i trong Google Ads \u0111\u1ec3 b\u1ea1n c\u00f3 th\u1ec3 ch\u1ecdn m\u00f4 h\u00ecnh t\u1ed1t nh\u1ea5t cho m\u1ee5c ti\u00eau chi\u1ebfn d\u1ecbch Qu\u1ea3ng c\u00e1o c\u1ee7a m\u00ecnh.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"1_Nhap_chuot_cuoi_cung_Last-Click_Model_-_Default_Model\"><\/span>1. <strong>Nh\u1ea5p chu\u1ed9t cu\u1ed1i c\u00f9ng <\/strong>(Last-Click Model &#8211; Default Model)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3>Last-Click &#8211; Nh\u1ea5p chu\u1ed9t cu\u1ed1i c\u00f9ng l\u00e0 g\u00ec?<\/h3>\n<p><strong>Nh\u1ea5p chu\u1ed9t cu\u1ed1i (Last Click)<\/strong> l\u00e0 c\u00e0i \u0111\u1eb7t ph\u00e2n b\u1ed5 m\u1eb7c \u0111\u1ecbnh cho Qu\u1ea3ng c\u00e1o Google v\u00e0 Google Analytics.<br \/>\nNh\u1ea5p chu\u1ed9t cu\u1ed1i c\u00f9ng l\u00e0 nh\u1eefng g\u00ec b\u1ea1n ngh\u0129 s\u1ebd mang l\u1ea1i chuy\u1ec3n \u0111\u1ed5i, doanh s\u1ed1, data&#8230; b\u1ea1n \u0111\u1eb7t ra khi \u0111\u1ea5u th\u1ea7u t\u1eeb kho\u00e1 hay khi qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c nh\u1ea5p v\u00e0o.<br \/>\n<img loading=\"lazy\" class=\"aligncenter wp-image-19945 size-full\" src=\"https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-last-click.png\" alt=\"\" width=\"486\" height=\"361\" srcset=\"https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-last-click.png 486w, https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-last-click-480x357.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 486px, 100vw\" \/><br \/>\n<em>V\u00ed d\u1ee5:<\/em> B\u1ea1n c\u00f3 th\u1ec3 ch\u1ea1y 10 qu\u1ea3ng c\u00e1o kh\u00e1c nhau cho c\u00f9ng m\u1ed9t ng\u01b0\u1eddi, n\u1ebfu cu\u1ed1i c\u00f9ng h\u1ecd chuy\u1ec3n \u0111\u1ed5i tr\u00ean chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb l\u1ea1i hi\u1ec3n th\u1ecb, qu\u1ea3ng c\u00e1o hi\u1ec3n th\u1ecb \u0111\u00f3 s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c t\u00edn d\u1ee5ng cho chuy\u1ec3n \u0111\u1ed5i.<br \/>\nTuy nhi\u00ean, n\u1ebfu nh\u00ecn v\u00e0o Google Analytics, b\u1ea1n s\u1ebd th\u1ea5y h\u00e0ng t\u1ea5n chuy\u1ec3n \u0111\u1ed5i Direct Direct khi d\u00f9ng m\u00f4 h\u00ecnh nh\u1ea5p chu\u1ed9t l\u1ea7n cu\u1ed1i. V\u00ec:<\/p>\n<ul>\n<li>Khi ng\u01b0\u1eddi d\u00f9ng t\u00ecm ki\u1ebfm v\u00e0 nh\u00ecn th\u1ea5y qu\u1ea3ng c\u00e1o c\u1ee7a b\u1ea1n nhi\u1ec1u l\u1ea7n, h\u1ecd s\u1ebd ghi nh\u1edb b\u1ea1n v\u00e0 kh\u1ea3 n\u0103ng chuy\u1ec3n \u0111\u1ed5i s\u1ebd cao nh\u1ea5t.<\/li>\n<li>Tuy nhi\u00ean,n\u00f3 kh\u00f4ng th\u1ec3 hi\u1ec7n \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb \u0111\u00f3ng g\u00f3p cho chuy\u1ec3n \u0111\u1ed5i t\u1eeb c\u00e1c k\u00eanh social, qu\u1ea3ng c\u00e1o, v.v. d\u1eabn t\u1edbi vi\u1ec7c c\u1eaft gi\u1ea3m ng\u00e2n s\u00e1ch tr\u00ean c\u00e1c k\u00eanh v\u00e0 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn chuy\u1ec3n \u0111\u1ed5i cu\u1ed1i c\u00f9ng.<\/li>\n<\/ul>\n<h3>Last-Click ph\u00f9 h\u1ee3p v\u1edbi ai?<\/h3>\n<p>Last-Click l\u00e0 m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 ph\u00f9 h\u1ee3p cho c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o GA \u0111\u01a1n gi\u1ea3n, kh\u00f4ng c\u00f3 danh s\u00e1ch ti\u1ebfp th\u1ecb l\u1ea1i \u0111a d\u1ea1ng.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Nhap_chuot_dau_tien_First-Click_Model\"><\/span>2. <strong>Nh\u1ea5p chu\u1ed9t \u0111\u1ea7u ti\u00ean <\/strong>(First-Click Model)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3>First-Click &#8211; Nh\u1ea5p chu\u1ed9t \u0111\u1ea7u ti\u00ean l\u00e0 g\u00ec?<\/h3>\n<p>Gi\u1ed1ng nh\u01b0 m\u00f4 h\u00ecnh Nh\u1ea5p chu\u1ed9t cu\u1ed1i c\u00f9ng, Nh\u1ea5p chu\u1ed9t \u0110\u1ea7u ti\u00ean ph\u00e2n ph\u1ed1i ti\u1ec1n qu\u1ea3ng c\u00e1o cho k\u00eanh ho\u1eb7c t\u1eeb kh\u00f3a \u0111\u1ea7u ti\u00ean d\u1eabn \u0111\u1ebfn trang web c\u1ee7a b\u1ea1n.<br \/>\n<img loading=\"lazy\" class=\"aligncenter wp-image-19947 size-full\" src=\"https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-first-click.jpg\" alt=\"\" width=\"486\" height=\"361\" srcset=\"https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-first-click.jpg 486w, https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-first-click-480x357.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 486px, 100vw\" \/><em>V\u00ed d\u1ee5:<\/em> B\u1ea1n ch\u1ea1y m\u1ed9t chi\u1ebfn d\u1ecbch m\u1ea1ng t\u00ecm ki\u1ebfm chu\u1ea9n, nh\u1eafm m\u1ee5c ti\u00eau t\u1eeb kho\u00e1. \u0110a s\u1ed1 ng\u01b0\u1eddi d\u00f9ng search v\u00e0 click v\u00e0o qu\u1ea3ng c\u00e1o c\u1ee7a b\u1ea1n l\u1ea7n \u0111\u1ea7u, nh\u01b0ng kh\u00f4ng chuy\u1ec3n \u0111\u1ed5i. B\u1ea1n ch\u1ea1y ti\u1ebfp chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb l\u1ea1i tr\u00ean m\u1ea1ng t\u00ecm ki\u1ebfm \u0111\u1ec3 ng\u01b0\u1eddi \u0111\u00f3 th\u1ea5y v\u00e0 click v\u00e0o qu\u1ea3ng c\u00e1o b\u1ea1n l\u1ea7n n\u1eefa. L\u1ea7n n\u00e0y h\u1ecd mua h\u00e0ng.<br \/>\nXem trong d\u1eef li\u1ec7u v\u00e0 Analytics, b\u1ea1n s\u1ebd th\u1ea5y ti\u1ec1n \u0111\u01b0\u1ee3c c\u1ea5p cho t\u1eeb kh\u00f3a \u0111\u1ea7u ti\u00ean ng\u01b0\u1eddi d\u00f9ng click. Nh\u01b0 v\u1eady, t\u1eeb kho\u00e1 n\u00e0y \u0111\u00e3 thu h\u00fat nh\u1ea5p chu\u1ed9t \u0111\u1ea7u ti\u00ean nh\u01b0ng l\u1ea1i kh\u00f4ng sinh chuy\u1ec3n \u0111\u1ed5i.<\/p>\n<h3>First-Click\u00a0ph\u00f9 h\u1ee3p v\u1edbi ai?<\/h3>\n<p>V\u00ec v\u1eady, <strong>m\u00f4 h\u00ecnh nh\u1ea5p chu\u1ed9t \u0111\u1ea7u ti\u00ean th\u00edch h\u1ee3p cho c\u00e1c chi\u1ebfn d\u1ecbch nh\u1eafm m\u1ee5c ti\u00eau v\u00e0o nh\u1eadn th\u1ee9c th\u01b0\u01a1ng hi\u1ec7u, t\u0103ng traffic<\/strong>.T\u1ea1i sao? N\u00f3 cho b\u1ea1n bi\u1ebft r\u1eb1ng t\u1eeb kh\u00f3a ho\u1eb7c qu\u1ea3ng c\u00e1o \u0111\u1ea7u ti\u00ean \u0111\u01b0\u1ee3c nh\u1ea5p c\u1ee7a b\u1ea1n \u0111\u00e3 \u0111\u1ee7 h\u1ea5p d\u1eabn \u0111\u1ec3 ng\u01b0\u1eddi d\u00f9ng tham gia, r\u1eb1ng:<\/p>\n<ul>\n<li>B\u1ea1n \u0111\u00e3 nh\u1eafm m\u1ee5c ti\u00eau \u0111\u1ed1i t\u01b0\u1ee3ng t\u1ed1t<\/li>\n<li>B\u1ea1n \u0111\u00e3 c\u00f3 m\u1ed9t l\u1eddi k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng (CTA) h\u1ea5p d\u1eabn<\/li>\n<li>T\u1eeb kh\u00f3a t\u1ed1t<\/li>\n<li>B\u1ea1n \u0111\u00e3 t\u1ea1o ra nh\u1eadn th\u1ee9c cho ng\u01b0\u1eddi d\u00f9ng<\/li>\n<li>Ch\u1ec9 kh\u00f4ng ph\u1ea3i l\u00e0 h\u00ecnh th\u1ee9c ph\u00e2n b\u1ed5 t\u1ed1t cho chuy\u1ec3n \u0111\u1ed5i<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"3_Mo_hinh_tuyen_tinh_Linear_Model\"><\/span>3. <strong>M\u00f4 h\u00ecnh tuy\u1ebfn t\u00ednh<\/strong> (Linear Model)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3>Linear Model &#8211; M\u00f4 h\u00ecnh tuy\u1ebfn t\u00ednh l\u00e0 g\u00ec?<\/h3>\n<p><strong>M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 tuy\u1ebfn t\u00ednh<\/strong> l\u00e0 m\u00f4 h\u00ecnh ph\u00e2n ph\u1ed1i t\u00edn d\u1ee5ng (ti\u1ec1n qu\u1ea3ng c\u00e1o) \u0111\u1ed3ng \u0111\u1ec1u cho m\u1ecdi click qu\u1ea3ng c\u00e1o tr\u01b0\u1edbc khi d\u1eabn \u0111\u1ebfn click chuy\u1ec3n \u0111\u1ed5i.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-19949 size-full\" src=\"https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribute-linear-model.jpg\" alt=\"\" width=\"486\" height=\"361\" srcset=\"https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribute-linear-model.jpg 486w, https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribute-linear-model-480x357.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 486px, 100vw\" \/><\/p>\n<p><em>V\u00ed d\u1ee5:<\/em> Khi b\u1ea1n ch\u1ea1y chi\u1ebfn d\u1ecbch t\u1eadp trung v\u00e0o vi\u1ec7c th\u00fac \u0111\u1ea9y c\u00e1c nh\u1ea5p chu\u1ed9t \u0111a k\u00eanh: t\u00ecm ki\u1ebfm, ti\u1ebfp th\u1ecb l\u1ea1i qua hi\u1ec3n th\u1ecb v\u00e0 sau \u0111\u00f3 ti\u1ebfp th\u1ecb l\u1ea1i qua RLSA, b\u00e1o c\u00e1o chuy\u1ec3n \u0111\u1ed5i c\u1ee7a b\u1ea1n s\u1ebd cung c\u1ea5p t\u00edn d\u1ee5ng b\u1eb1ng nhau cho c\u1ea3 ba.<\/p>\n<h3>Linear Model &#8211; M\u00f4 h\u00ecnh tuy\u1ebfn t\u00ednh ph\u00f9 h\u1ee3p v\u1edbi ai?<\/h3>\n<p>\u0110\u1eb7c \u0111i\u1ec3m c\u1ee7a M\u00f4 h\u00ecnh tuy\u1ebfn t\u00ednh:<\/p>\n<ul>\n<li>Gi\u00fap b\u1ea1n bi\u1ebft \u0111\u01b0\u1ee3c c\u00e1c k\u00eanh n\u00e0o, t\u1eeb kho\u00e1 n\u00e0o \u0111ang ho\u1ea1t \u0111\u1ed9ng t\u1ed1t v\u00e0 ch\u01b0a t\u1ed1t.<\/li>\n<li>N\u1ebfu kh\u00f4ng c\u00f3 click v\u00e0o t\u1eeb kho\u00e1 hay qu\u1ea3ng c\u00e1o th\u00ec b\u1ea1n s\u1ebd kh\u00f4ng b\u1ecb m\u1ea5t ti\u1ec1n.<\/li>\n<\/ul>\n<p>V\u00ec v\u1eady, m\u00f4 h\u00ecnh n\u00e0y ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o d\u00e0i h\u01a1i. C\u00e1c chi\u1ebfn d\u1ecbch nh\u1eafm m\u1ee5c ti\u00eau t\u1eeb kho\u00e1 r\u1ed9ng \u0111\u1ec3 t\u00ecm hi\u1ec3u, thu th\u1eadp th\u00eam d\u1eef li\u1ec7u t\u00ecm ki\u1ebfm c\u1ee7a ng\u01b0\u1eddi d\u00f9ng.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Mo_hinh_giam_dan_theo_thoi_gian_Time_Decay_Model\"><\/span>4. <strong>M\u00f4 h\u00ecnh gi\u1ea3m d\u1ea7n theo th\u1eddi gian<\/strong> (Time Decay Model)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3>Time Decay Model &#8211; M\u00f4 h\u00ecnh gi\u1ea3m d\u1ea7n theo th\u1eddi gian l\u00e0 g\u00ec?<\/h3>\n<p><strong>M\u00f4 h\u00ecnh gi\u1ea3m d\u1ea7n theo th\u1eddi gian<\/strong> \u01b0u ti\u00ean ph\u00e2n b\u1ed5 t\u00edn d\u1ee5ng cho c\u00e1c h\u00e0nh \u0111\u1ed9ng x\u1ea3y ra g\u1ea7n h\u01a1n v\u1edbi chuy\u1ec3n \u0111\u1ed5i cu\u1ed1i c\u00f9ng nh\u1ea5t.<\/p>\n<p>N\u1ebfu m\u1ed9t ng\u01b0\u1eddi d\u00f9ng ph\u1ea3i click t\u1edbi 7-13 l\u1ea7n trong v\u00e0i th\u00e1ng m\u1edbi \u0111\u1ebfn l\u1ea7n chuy\u1ec3n \u0111\u1ed5i, th\u00ec c\u00e1c click g\u1ea7n chuy\u1ec3n \u0111\u1ed5i nh\u1ea5t s\u1ebd \u0111\u01b0\u1ee3c cung c\u1ea5p nhi\u1ec1u ti\u1ec1n nh\u1ea5t trong c\u1ea3 qu\u00e1 tr\u00ecnh.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-19950 size-full\" src=\"https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-time-decay.jpg\" alt=\"\" width=\"486\" height=\"361\" srcset=\"https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-time-decay.jpg 486w, https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-time-decay-480x357.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 486px, 100vw\" \/><\/p>\n<h3>Time Decay Model &#8211; M\u00f4 h\u00ecnh gi\u1ea3m d\u1ea7n theo th\u1eddi gian ph\u00f9 h\u1ee3p v\u1edbi ai?<\/h3>\n<p><strong>M\u00f4 h\u00ecnh gi\u1ea3m d\u1ea7n theo th\u1eddi gian<\/strong> \u00e1p d\u1ee5ng cho c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o d\u00e0i h\u01a1i, ph\u1ee9c t\u1ea1p: nhi\u1ec1u t\u1eeb kho\u00e1, nhi\u1ec1u s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u&#8230; nh\u01b0 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed.<\/p>\n<p>M\u00f4 h\u00ecnh n\u00e0y s\u1ebd ph\u00e2n ph\u1ed1i t\u00edn d\u1ee5ng theo th\u1eddi gian, gi\u00fap b\u1ea1n ph\u00e2n t\u00edch, n\u1eafm \u0111\u01b0\u1ee3c h\u00e0nh tr\u00ecnh mua h\u00e0ng v\u00e0 qu\u00e1 tr\u00ecnh b\u00e1n h\u00e0ng c\u1ee7a m\u00ecnh trong th\u1eddi gian bao l\u00e2u.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_Dua_vao_vi_tri_Position-Based_Model\"><\/span>5. <strong>D\u1ef1a v\u00e0o v\u1ecb tr\u00ed<\/strong> (Position-Based Model)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3>Position-Based Model &#8211; M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 d\u1ef1a tr\u00ean v\u1ecb tr\u00ed l\u00e0 g\u00ec?<\/h3>\n<p><strong>M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 d\u1ef1a tr\u00ean v\u1ecb tr\u00ed<\/strong> l\u00e0 m\u1ed9t trong nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p t\u1ed1t nh\u1ea5t \u0111\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u.<\/p>\n<p>M\u00f4 h\u00ecnh n\u00e0y s\u1ebd ph\u00e2n ph\u1ed1i 40% t\u00edn d\u1ee5ng cho nh\u1ea5p chu\u1ed9t \u0111\u1ea7u ti\u00ean (First Click) v\u00e0 cu\u1ed1i c\u00f9ng (Last Click), c\u00f2n l\u1ea1i 20% \u0111\u01b0\u1ee3c ph\u00e2n ph\u1ed1i \u0111\u1ec1u cho c\u00e1c nh\u1ea5p chu\u1ed9t gi\u1eefa h\u00e0nh tr\u00ecnh.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-19951 size-full\" src=\"https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-position-based-model.jpg\" alt=\"\" width=\"486\" height=\"361\" srcset=\"https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-position-based-model.jpg 486w, https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-position-based-model-480x357.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 486px, 100vw\" \/><\/p>\n<h3>Position-Based Model &#8211; M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 d\u1ef1a tr\u00ean v\u1ecb tr\u00ed ph\u00f9 h\u1ee3p v\u1edbi ai?<\/h3>\n<p>V\u1edbi<strong> m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 d\u1ef1a tr\u00ean v\u1ecb tr\u00ed <\/strong>b\u1ea1n s\u1ebd n\u1eafm \u0111\u01b0\u1ee3c d\u1eef li\u1ec7u v\u1ec1:<\/p>\n<ul>\n<li>T\u1eeb kh\u00f3a ho\u1eb7c qu\u1ea3ng c\u00e1o \u0111\u1ea7u ti\u00ean thu h\u00fat s\u1ef1 ch\u00fa \u00fd<\/li>\n<li>T\u1eeb kho\u00e1 hay qu\u1ea3ng c\u00e1o n\u00e0o sinh chuy\u1ec3n \u0111\u1ed5i<\/li>\n<li>Nh\u1eefng t\u1eeb kh\u00f3a n\u00e0o \u1edf gi\u1eefa h\u00e0nh tr\u00ecnh \u0111\u00e3 h\u1ed7 tr\u1ee3 \u0111\u01b0a \u0111\u1ebfn chuy\u1ec3n \u0111\u1ed5i<\/li>\n<\/ul>\n<p>M\u00f4 h\u00ecnh n\u00e0y, gi\u00fap k\u1ebft h\u1ee3p t\u1ed1t h\u01a1n c\u00e1c t\u1eeb kh\u00f3a th\u00fac \u0111\u1ea9y click \u0111\u1ea7u ti\u00ean v\u1edbi c\u00e1c t\u1eeb kho\u00e1 nh\u1eadn th\u1ee9c v\u00e0 t\u1eeb kho\u00e1 d\u1eabn \u0111\u1ebfn chuy\u1ec3n \u0111\u1ed5i.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"6_Theo_huong_du_lieu_Data-Driven_Model\"><\/span>6. <strong>Theo h\u01b0\u1edbng d\u1ef1 li\u1ec7u<\/strong> (Data-Driven Model)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3>Data-Driven Model &#8211; M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 theo h\u01b0\u1edbng d\u1eef li\u1ec7u l\u00e0 g\u00ec?<\/h3>\n<p><strong>Ph\u00e2n b\u1ed5 theo h\u01b0\u1edbng d\u1eef li\u1ec7u<\/strong>\u00a0cung c\u1ea5p t\u00edn d\u1ee5ng cho c\u00e1c chuy\u1ec3n \u0111\u1ed5i d\u1ef1a tr\u00ean c\u00e1ch m\u1ecdi ng\u01b0\u1eddi t\u00ecm ki\u1ebfm doanh nghi\u1ec7p c\u1ee7a b\u1ea1n v\u00e0 quy\u1ebft \u0111\u1ecbnh tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-19954 size-full\" src=\"https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-data-driven-model.jpg\" alt=\"\" width=\"486\" height=\"361\" srcset=\"https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-data-driven-model.jpg 486w, https:\/\/fff.com.vn\/wp-content\/uploads\/2019\/08\/google-attribution-data-driven-model-480x357.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 486px, 100vw\" \/><\/p>\n<p>Ph\u00e2n b\u1ed5 theo h\u01b0\u1edbng d\u1eef li\u1ec7u s\u1eed d\u1ee5ng d\u1eef li\u1ec7u t\u1eeb t\u00e0i kho\u1ea3n c\u1ee7a b\u1ea1n \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh qu\u1ea3ng c\u00e1o, t\u1eeb kh\u00f3a v\u00e0 chi\u1ebfn d\u1ecbch n\u00e0o c\u00f3 \u1ea3nh h\u01b0\u1edfng l\u1edbn nh\u1ea5t \u0111\u1ebfn m\u1ee5c ti\u00eau kinh doanh c\u1ee7a b\u1ea1n.<\/p>\n<p>B\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng ph\u00e2n b\u1ed5 theo h\u01b0\u1edbng d\u1eef li\u1ec7u cho trang web v\u00e0 c\u00e1c chuy\u1ec3n \u0111\u1ed5i Google Analytics t\u1eeb c\u00e1c chi\u1ebfn d\u1ecbch tr\u00ean M\u1ea1ng t\u00ecm ki\u1ebfm.<\/p>\n<h3>Data-Driven Model &#8211; M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 theo h\u01b0\u1edbng d\u1eef li\u1ec7u ph\u00f9 h\u1ee3p v\u1edbi ai?<\/h3>\n<p>\u0110\u1ec3 s\u1eed d\u1ee5ng m\u00f4 h\u00ecnh n\u00e0y, b\u1ea1n c\u1ea7n:<\/p>\n<ul>\n<li>M\u1ea5t th\u1eddi gian t\u1ed1i thi\u1ec3u sau 30 ng\u00e0y cho m\u00e1y h\u1ecdc<\/li>\n<li>15.000 l\u1ea7n nh\u1ea5p<\/li>\n<li>600 chuy\u1ec3n \u0111\u1ed5i<\/li>\n<\/ul>\n<p>\u0110\u1ec3 ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng m\u00f4 h\u00ecnh, b\u1ea1n ph\u1ea3i duy tr\u00ec c\u00e1c s\u1ed1 sau cho m\u1ed7i 30 ng\u00e0y li\u00ean ti\u1ebfp:<\/p>\n<ul>\n<li>10.000 l\u1ea7n nh\u1ea5p<\/li>\n<li>400 chuy\u1ec3n \u0111\u1ed5i<\/li>\n<\/ul>\n<p>V\u00ec v\u1eady, m\u00f4 h\u00ecnh n\u00e0y ch\u1ec9 ph\u00f9 h\u1ee3p cho nh\u1eefng t\u1ea3i kho\u1ea3n qu\u1ea3ng c\u00e1o c\u00f3 ng\u00e2n s\u00e1ch l\u1edbn t\u1eeb $10.000-$20.000\/ th\u00e1ng.<\/p>\n<p>C\u00e1c m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 Qu\u1ea3ng c\u00e1o Google nh\u00ecn c\u00f3 v\u1ebb ph\u1ee9c t\u1ea1p nh\u01b0ng n\u1ebfu b\u1ea1n \u0111\u00e3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh, b\u1ea1n s\u1ebd ch\u1ecdn \u0111\u01b0\u1ee3c m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 ph\u00f9 h\u1ee3p nh\u1ea5t.<\/p>\n<p>Ngo\u00e0i c\u00e1c m\u00f4 h\u00ecnh c\u01a1 b\u1ea3n First Click, Last Click, c\u00e1c m\u00f4 h\u00ecnh ph\u00e2n ph\u1ed1i c\u00f2n l\u1ea1i \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 m\u00f4 h\u00ecnh ph\u00e2n ph\u1ed1 Non Last Click (NLC). N\u00f3 gi\u00fap b\u1ea1n:<\/p>\n<ul>\n<li>Hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 c\u00e1ch th\u1ee9c v\u00e0 l\u00fd do t\u1ea1i sao m\u1ed9t ng\u01b0\u1eddi chuy\u1ec3n \u0111\u1ed5i.<\/li>\n<li>Cung c\u1ea5p t\u00edn d\u1ee5ng cho c\u00e1c t\u1eeb kh\u00f3a v\u00e0 k\u00eanh kh\u00e1c nhau theo \u0111\u00fang m\u1ee5c ti\u00eau v\u00e0 m\u00f4 h\u00ecnh b\u1ea1n l\u1ef1a ch\u1ecdn<\/li>\n<\/ul>\n<p>C\u00e1c h\u00ecnh th\u1ee9c n\u00e0y s\u1ebd mang l\u1ea1i nh\u1eefng d\u1eef li\u1ec7u t\u1ed1t gi\u00fap b\u1ea1n t\u1ed1i \u01b0u t\u00e0i kho\u1ea3n hi\u1ec7u qu\u1ea3 h\u01a1n.<\/p>\n<p>Hi v\u1ecdng b\u00e0i vi\u1ebft n\u00e0y \u0111\u00e3 gi\u00fap b\u1ea1n c\u00f3 c\u00e1i nh\u00ecn \u0111\u00fang, \u0111\u1ee7 v\u1ec1 c\u00e1c m\u00f4 h\u00ecnh ph\u00e2n ph\u1ed1i c\u1ee7a Google n\u00f3i chung c\u0169ng nh\u01b0 m\u00f4 h\u00ecnh ph\u00e2n ph\u1ed1i linh ho\u1ea1t NLC. Ch\u00fac b\u1ea1n ch\u1ecdn \u0111\u01b0\u1ee3c <strong>M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 ph\u00f9 h\u1ee3p v\u1edbi chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o c\u1ee7a b\u1ea1n<\/strong>.<\/p>\n<p>\u0110\u1ecdc th\u00eam v\u1ec1 <a href=\"https:\/\/fff.com.vn\/dau-thau-thong-minh-voi-google-attribution\"><strong>\u0110\u1ea5u th\u1ea7u th\u00f4ng minh v\u1edbi Google Attribution Models<\/strong><\/a>.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>M\u1ee5c l\u1ee5c M\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 qu\u1ea3ng c\u00e1o c\u1ee7a Google l\u00e0 g\u00ec?1. Nh\u1ea5p chu\u1ed9t cu\u1ed1i c\u00f9ng (Last-Click Model &#8211; Default Model)2. Nh\u1ea5p chu\u1ed9t \u0111\u1ea7u ti\u00ean (First-Click Model)3. M\u00f4 h\u00ecnh tuy\u1ebfn t\u00ednh (Linear Model)4. M\u00f4 h\u00ecnh gi\u1ea3m d\u1ea7n theo th\u1eddi gian (Time Decay Model)5. D\u1ef1a v\u00e0o v\u1ecb tr\u00ed (Position-Based Model)6. Theo h\u01b0\u1edbng d\u1ef1 li\u1ec7u (Data-Driven Model) [&hellip;]<\/p>\n","protected":false},"author":707,"featured_media":19962,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1171],"tags":[734,735,728,736],"_links":{"self":[{"href":"https:\/\/fff.com.vn\/wp-json\/wp\/v2\/posts\/19943"}],"collection":[{"href":"https:\/\/fff.com.vn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fff.com.vn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fff.com.vn\/wp-json\/wp\/v2\/users\/707"}],"replies":[{"embeddable":true,"href":"https:\/\/fff.com.vn\/wp-json\/wp\/v2\/comments?post=19943"}],"version-history":[{"count":0,"href":"https:\/\/fff.com.vn\/wp-json\/wp\/v2\/posts\/19943\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fff.com.vn\/wp-json\/wp\/v2\/media\/19962"}],"wp:attachment":[{"href":"https:\/\/fff.com.vn\/wp-json\/wp\/v2\/media?parent=19943"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fff.com.vn\/wp-json\/wp\/v2\/categories?post=19943"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fff.com.vn\/wp-json\/wp\/v2\/tags?post=19943"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}