Attribution models let you give full or partial credit to different touch points along the path to conversion. By using attribution models, you might find undervalued campaigns and keywords that play an important role in driving sales or actions on your website.
In the new Search Ads 360, each conversion action has a default attribution model defined at the sub-manager account level. If you’d like to report on a different attribution model without changing the manager account-level default, simply add a custom reporting column for any of the predefined or custom attribution models in your manager account. If you wish to optimize on an attribution model different from the manager-account default, within campaign settings you can select a different attribution model for any conversion action (note that this will result in optimizing to a blend of attribution models).
You can add attribution models to use in conversion actions, columns, and bid strategies. You can use these to compare results with another model, optimize strategies, understand conversion paths, or create campaign-level overrides for certain conversion actions.
Follow the instructions below to import an attribution model from compatible Google Analytics attribution models.
- Sign in to your the new Search Ads 360.
- Navigate to a sub-manager account.
- From the navigation menu at the top of the page, click Tools & Settings
.
- Under “Measurements”, select Conversions.
- From the left page menu, click Attribution Models.
- Click the plus button
to add an attribution model.
- Select Model from Google Analytics. You can add up to 5 attribution models.
- From the Select model drop-down menu, choose the attribution model you want to use. You will import the Google Analytics model to Search Ads 360.
- Click Save.
When your custom attribution model is available for use, you’ll see a green check mark and “Ready” in the Status column of the Attribution Model Table.
List of Google Analytics attribution models compatible with Search Ads 360
Although Google Analytics provides a variety of custom attribution models, only specific attribution models are compatible with the new Search Ads 360. See the table below.
The default linear attribution models distribute credit for a conversion equally among all touch points so that you can see which ads and keywords throughout your entire advertising funnel drive the most conversions.
The position models increase the credit for the position you choose (first or last click). The paid search interaction applies 100% credit to the interaction you choose (first or last paid). Learn more.
| Attribution models | Description |
|---|---|
| Default linear model | “Linear model” distributes the credit for the conversion equally across all clicks on the path. Use this model if you want to see which ads and keywords throughout your entire advertising funnel drive the most conversions. |
| Default time decay model | “Time decay” gives more credit to touch points that happen closer in time to the conversion. |
| Default position based models | “Position-based model” attributes the most credit for the conversion to the first and last interactions in the conversion path and gives less credit to any interactions in between. 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. |
| Default first paid search interaction model | “First paid search interaction model” attributes 100% of the credit for the conversion to the first click on a paid search ad. Use this model to emphasize the role of paid search clicks in initiating conversion funnels. |
| Default last paid search interaction model | “Last paid search interaction model” attributes 100% of the credit for a conversion to the last click on a paid search ad. Use this model to emphasize the role of paid search in closing conversions, or as a basis of comparison with other models. |
| Default first interaction model | “First interaction”: If the first click leading to a conversion is on a paid search ad, then 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. |
| Default assist model | “Assist” distributes credit for a conversion evenly among all touch points, except the last-clicked ad. Use this model if you want to emphasize ads that create awareness and drive consideration before the ultimate conversion. |