About 'Switch to DDA' (data-driven attribution)

Use the 'Switch to DDA' page in Google Ads' attribution reports to quickly switch eligible conversion actions from rules-based attribution models (such as 'last click' or 'linear') to data-driven attribution.

About data-driven attribution

Data-driven attribution gives credit for conversions based on how people engage with your various ads and decide to become your customers. When possible, it uses data from your account to determine which keywords, ads and campaigns have the greatest impact on your business goals. Data-driven attribution looks at website, shop visit, and Google Analytics conversions from Search (including Shopping), YouTube, Display and Discovery ads.

Note: Data-driven attribution support for Discovery campaigns is rolling out in the coming months.


By switching from a rules-based model to data-driven attribution, you can:

  • Learn which keywords, ads, ad groups and campaigns play the biggest role in helping you reach your business goals.
  • Optimise your bidding based on your specific account's performance data.

Auto-switch conversion actions

Some conversion actions may be selected to be automatically switched to data-driven attribution. If you have administrative access to your Google Ads account, you'll receive an email 30 days before any changes take place. You can do nothing and let the scheduled switch happen, or you can go to the 'Switch to DDA' page to opt out or switch earlier.

Note: The 'Switch to DDA' page only includes conversion actions that are currently supported by attribution in Google Ads.


  1. In your Google Ads account, click the tools icon Google Ads | tools [Icon] on the upper right.
  2. Under 'Measurement', select Attribution and go to the 'Switch to DDA' page.
  3. To switch the attribution model for a specific conversion action, click Switch now in that row.
  4. To switch the attribution model for:
    1. multiple conversion actions at once, tick the box in front of each conversion action and select Change attribution model to DDA from the 'Edit' drop-down menu at the top of the table.
    2. all eligible conversion actions, tick the box in front of the 'Conversion action' column header and select Change attribution model to DDA from the 'Edit' drop-down menu at the top of the table
  5. Read the confirmation pop-up and click Done.

To proactively manage your account's performance, review these best practices for managing attribution model changes.

Eligibility status

The 'Data-driven attribution (DDA) eligibility status' column shows whether each conversion action is eligible to use the data-driven model.

Some types of conversion actions need to have 3,000 ad interactions and 300 conversions over 30 days to be eligible for data-driven attribution. To remain eligible, these conversion actions must continue to generate 2,000 ad interactions and 200 conversions every 30 days.

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