Select an attribution model for a custom conversion column

By default, custom conversion columns use the last-click attribution model. If you want a custom conversion column to give some amount of credit to clicks on paid search ads higher up in the funnel, select an alternative attribution model.

Before you start

Create a data-driven attribution (DDA) model in the new Search Ads 360 or add a predefined attribution model. (Only users with Admin or Admin without billing roles for a sub-manager account in the new Search Ads 360 can add a new attribution model.)

If you select a specific attribution model, it overrides any account-level and campaign-level conversion attribution model settings. You can only select an attribution model that's compatible with the conversion actions you selected.

Select an attribution model for a custom conversion column

Follow the instructions to create a custom conversion column.

1. When you reach the 'Attribution model' section, select either the Account and campaign-level attribution models option or the Select an attribution model option. 
   • If you choose the Select an attribution model option, select the specific attribution model that you want to include in the report from the drop-down menu. The list contains all the data-driven and predefined models that have been added for the sub-manager account in the new Search Ads 360.
2. Click Save.
3. On the 'Modify columns' page, click Apply.

The new Search Ads 360 applies the attribution model to all activity that the custom conversion column reported during the past 2 months and all daily activity going forward.