Create an attribution model and change your primary model

You can access attribution modeling data in reporting for offline viewing and analysis. Learn more about attribution models.

Create an advertiser attribution model for reporting

  1. Navigate to Advertiser > Floodlight > Configuration > Attribution (Campaign Manager 360) or to Advertiser > Resources > Floodlight group > Basic details > Attribution > Attribution models (Display & Video 360)
    1. A system created model (based on Floodlight attribution model) will already exist.
  2. Click New Model.
  3. Name your model (which will appear later in reporting).
  4. Choose a default (or baseline) model.

Change primary attribution models

  1. Click the check box next to a model, then click Make Primary, to change it to your primary model.
    1. The attribution model you choose as Primary will be the default for all line items associated with the Floodlight,  and will inform bid optimization (within Display & Video 360),  creative optimization (within Campaign Manager 360), and conversion reporting (within both), for those line items.
      1. The model can be changed (from default to a different model) for individual line items in Line item > Conversion tracking. 
    2. Data driven attribution models are only available as primary if you manage Floodlight in Campaign Manager 360.

Limit your model to viewable impressions or engaged views

You can set up your model so that only viewable impressions or engaged views count for attribution. 

  1. Create a new model.
  2. In the Attributed impression column, click Edit Edit.
  3. Choose:
    1. Include all impressions
    2. Limit to viewable impressions - only viewable impressions will be included in the model.
    3. Limit to engaged views and viewable impressions -  all video impressions are included, and view through conversions are counted (for video) if they meet your engaged view criteria. Only viewable impressions are included for display.
  4. In the Viewable impressions section below, choose the percentage of impressions (that are ineligible for viewability or engaged view measurement) you want to include in your model. 
    1. Because the impressions are ineligible you won't know if they were viewable or not. However, this is a good way to ensure even more accurate attribution, especially if you mirror the average viewability rate for a given type of inventory.

Modeled conversions

By default your model will include modeled conversions. These conversions are inferred for browsers when there isn't direct conversion tracking information available. 

To change this setting, under Modeled Conversions, click Edit Edit  and then Enable or Disable modeled conversions.

Ads Data Hub (Campaign Manager 360 only)

 Click Enable to send the attribution model's event level data to your linked Ads Data Hub account.

Delete and edit attribution models

  1. Click the check box next to a model, then click Remove (Campaign Manager 360) or Action > Delete (Display & Video 360), to delete a model.
    1. Models can't be edited; they must be removed and recreated. If any changes are made to the baseline model, including a data-driven model, then the reporting attribution model must be removed and recreated to be updated. 

Select attribution models in offline reporting 

Campaign Manager 360

  1. Navigate to Offline Reporting > New Offline Report > Report setup > Attribution Model.
  2. Select the model you created.

Display & Video 360

  • ​You can apply your Attribution Model as a Filter in your report. Because attribution models are created under a given Floodlight, your report will also be filtered to that Floodlight (and all conversions and Advertisers attached to it). This can increase the scope of your report in some instances.


  • Due to differences in cookies and device ID settings, there may be times when conversions can't be measured directly. In some cases, Campaign Manager 360 and Display & Video 360 use machine learning and historical data to model conversions.
  • You are limited to 5 models per advertiser (1 system Floodlight model, and 4 you create).
  • Once a model is created,  up to 20 hours may pass before the model appears in offline reporting.
  • Attribution model data is available from the day the model finished training and all days moving forward. 
  • If the attribution model on an already running line item is changed, conversion tracking will be updated from that date forward. Bid optimization will update gradually over a 30-day period after the model is changed.
  • Some metrics and dimensions are incompatible with attribution models.
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