Conversion attribution options or rules determine what media channel or click receives credit for a conversion click or post-click activity. In this case, we're describing how conversions are attributed to DoubleClick Natural Search visits. There are three available conversion attribution options:
- Equal Attribution (default): Last click wins, so if a natural search visit was the last click in a funnel containing a paid click and search click before converting, the credit would go to that natural search visit.
- Opt-out: The natural search click will never receive credit for a conversion, even if it's the only click in the conversion funnel. You will still be able to see whether a natural search click participated in the conversion funnel, but credit will always go to the last click that is not natural search (i.e., paid search or display). Opt-out is a good option if you're concerned that natural search clicks might adversely affect your paid search performance. It will give all credit to either paid search or display (based on the last click), but still allow you to see the natural search traffic.
- Independent: Both paid and natural search clicks get the credit, which means there is duplication among conversions. If you don't want duplicated conversions, be sure to select Equal Attribution or Opt-out.
Customer support will set up your advertiser with the conversion attribution option you choose.