Types of basic attribution models

Here's a common set of basic attribution models that you can add to or apply in the new Search Ads 360.

Models from the previous Search Ads 360 are automatically available in the new Search Ads 360. During migration, the models from the previous Search Ads 360 will be read-only.

Check the What’s available tab in the Experience hub, to stay up to date on your available features, including bidding.

List of basic attribution models

Attribution model	Description	Conversion action source
Last click (default attribution model)	Gives all credit for the conversion to the last-clicked ad, keyword, or other biddable item.	Floodlight Google Analytics Google Ads
Time decay	Most heavily credits the interactions that occurred closest to the time of conversion. The half-life for the decay is 7 days.  Clicks that occur 7 days before the conversion receive half the credit. Earlier clicks receive less than half, and later clicks receive more than half.  Use this model if your ads and campaigns are typically short-lived and promotional. The Campaign Manager 360 time decay model has been added for you.	Floodlight Google Analytics Google Ads
Linear	Gives equal credit for the conversion to each interaction click in the conversion path. For example, if a consumer clicks on a display ad, a paid search ad, and a natural search result before a conversion, a Floodlight conversion action or a Google Analytics activity column that shows actions credits the keyword responsible for the paid search click for 33% of the action. If the column attributed 200 actions to a keyword before the conversion, it shows 200.33 actions after the conversion.  Use this model if your goal is for your ads and campaigns to maintain contact and awareness throughout the sales cycle.	Floodlight Google Analytics Google Ads
Last paid search interaction	Attributes 100% of the credit for a conversion to the last click on a paid search ad. If a funnel only contains clicks on display ads and natural search results, Search Ads 360 does not report a conversion. Use this model to emphasize the role of paid search in closing conversions, or as a basis of comparison with other models.	Floodlight Google Analytics
Position-based	Most heavily credits the first and last interactions in the conversion path and gives less credit to any interactions in between. Specifically, this model attributes 40% of a conversion to the first click, 40% to the last click, and evenly attributes the remaining 20% among the other clicks.  Use this model if you value the role of paid search in initiating conversions but also want to assign significant credit to the channels that resulted in a conversion.	Floodlight Google Analytics Google Ads
Assists	Attributes the credit evenly among all clicks except the last click. Use this model if you place the highest value on all the clicks that assist in a conversion.	Floodlight Google Analytics
First interaction	If the first click in the funnel to a conversion is on a paid search ad, that click receives 100% of the credit for the conversion. If the first click is from a display ad or a natural search result, the conversion is not reported.	Floodlight Google Analytics
First click	Gives all credit for the conversion to the first-clicked ad and corresponding keyword.	Google Ads
Data-driven	Distributes credit for the conversion based on past data for this conversion action. Data-driven attribution (DDA) is only available if there's enough data to generate a model.	Floodlight Google Ads