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.

On this page

• Create an attribution model for reporting
• Select attribution models in Instant reporting
• Understand default attribution in reporting
• Limitations

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Create an attribution model for reporting

If your Display & Video 360 advertiser is linked to a Campaign Manager 360 advertiser, create an attribution model in Campaign Manager 360. Otherwise, create an attribution model in Display & Video 360.

To create an attribution model in Campaign Manager 360:

1. Navigate to Advertiser > Floodlight > Configuration > Attribution. By default, you have a system created model called "Floodlight Attribution Model".

2. Click New Model.
3. Name your model.
4. Select a default model from the following options:
   • Floodlight
   • Last interaction
   • First interaction
   • Linear
   • Time decay
   • Position-based

5. Click Save.

To create an attribution model in Display & Video 360:

1. Navigate to Advertiser > Resources > Floodlight group > Basic details > Attribution > Attribution models. By default, you have a system created model called "Floodlight Attribution Model".
2. Click New Model.
3. Name your model.
4. Select a baseline model from the following options:
   • Floodlight
   • Last interaction
   • First interaction
   • Linear
   • Time decay
   • Position-based
5. Select which kinds of conversions to include for attribution.
6. Select whether to include or exclude modeled conversions.
7. Click Done.

Change primary attribution models

The primary attribution model will be the default for all line items associated with the Floodlight. This means that those line items will use the primary attribution model to inform bid optimization in Display & Video 360, creative optimization in Campaign Manager 360, and conversion reporting.

Data-driven attribution models are only available as the primary attribution model if you manage Floodlight in Campaign Manager 360.

To change the primary attribution model in Campaign Manager 360:

1. Click the checkbox next to a model.
2. Click Make primary.
3. Click Save.

To change the primary attribution model in Display & Video 360:

1. Click the checkbox next to a model.
2. Click Action.
3. Click Make primary.
4. Click Done.

To change the primary attribution model for a line item in Display & Video 360:

1. Navigate to a line item.
2. Click on the Line item details tab.
3. In the "Conversion tracking" section, select the attribution model to use for conversion measurement.
4. Click Save.

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 .
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 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

Note that 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.

To delete attribution models in Campaign Manager 360:

1. Click the checkbox next to a model.
2. Click Remove.

To delete attribution models in Display & Video 360:

1. Click the check box next to a model.
2. Click Action.
3. Click Delete.

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Select attribution models in Instant reporting

1. Navigate to Instant reporting.
2. Click New instant report.
3. Add a filter under "Attribution Model".
4. Select the model you created.

Note: If no attribution model is selected, the report will use the biddable conversion model by default. The biddable conversion model respects the assignment of Floodlight activities and attribution model selections (at the line item level).

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Understand default attribution in reporting

Understanding attribution models in Display & Video 360 can be confusing. You may notice discrepancies when comparing Display & Video 360 and Campaign Manager 360 reports due to the differences in default behaviors when no specific attribution model is selected in reporting.

Here’s a breakdown of the default attribution models and how to ensure consistent reporting:

Default attribution model behavior in reporting

When no attribution model is explicitly selected in your reports, the following defaults apply:

• Campaign Manager 360 reports: Reports will use the System Floodlight model.
• Display & Video 360 standard reports, excluding YouTube & Demand Gen line items using Floodlight Optimization: Reports will use the Biddable Conversions model. This model is based on the Primary model and includes only the Floodlight activities that are selected at the line item level. Alternative attribution models can be selected for reporting, including those not used for bidding. If an alternative model is selected, the report will be based on all Floodlight activities under the advertiser, not just those selected at the line item level.
• Display & Video 360 standard reports for YouTube & Demand Gen line items when Floodlight Optimization for YouTube is enabled: Reports will use the Biddable Conversions model and include only the Floodlight activities that are selected at the line item level. Learn more about how to Use Floodlight optimization for YouTube and Demand Gen.

Addressing conversion discrepancies

To ensure data is comparable between Campaign Manager 360 and Display & Video 360 reports, it’s important to use the same attribution model in both platform reports.

For Youtube & Demand Gen line items using Floodlight Optimization, you must explicitly select "Attribution Type: Floodlight (0)" in Display & Video 360:

• In your Display & Video 360 report filters, select "Attribution Type: Floodlight (0)", and filter for the specific Floodlights assigned to your line item.
• When "Attribution Type: Floodlight (0)" is applied, the report will pull in all Campaign Manager 360 actions, providing a comprehensive view.
  • Note: The Campaign Manager 360 report should be filtered to the Campaign Manager 360 site used for linking to Display & Video 360 when comparing.
• In your Campaign Manager 360 report filters, filter your linked CM placements to match the relevant Display & Video 360 line item

Additional considerations for Display & Video 360 conversion reporting

• All line item types, except YouTube: Total conversions typically show conversions attributed to your campaign based on the assigned line item's Floodlight pixels.
• YouTube line items: If your advertiser has activated Floodlight Optimization for YouTube, reporting will default to the Engaged View attribution model.
• Attribution model override: You can choose any attribution model for reporting, like Engaged View or Floodlight model, in Display & Video 360. The report will be based on the selected model for each line item, regardless of the bidding model.
• Floodlight Activity dimension: Standard reports use all Floodlight Activities by default. You can limit reporting to selected pixels by using the Floodlight Activity dimension.

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Limitations

• 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.