Surface plasmon grating couplers are optimized by separately characterizing the collection efficiency, rescattering, and transmission effects of isolated grating elements with finite difference time domain methods and then using signal flow graph methods to assess the performance of arrays of N identical elements. Small bars, ridges, and trenches on silver at a wavelength of 700 nm are shown to have different coupling patterns and efficiencies from near zero to the physical width of the element. The overall efficiency requires a suitable trade-off of coupling and surface wave transmission and an example structure exhibiting an equivalent 100% capture length over ten wavelengths is shown.