Conversions that support attribution models

Search Ads 360 can report conversions tracked by Floodlight, Google Analytics and Google Ads conversion tracking. The following tables shows which types attribution models can be applied to which types of conversions, depending on how you use the conversion data:

Reporting conversion data
Using conversion data in bid strategies

For offline conversions, the conversion data available differ based on what method you used to upload conversions. Learn more about uploading with a bulksheet or using the Campaign Manager 360 API.

Reporting

Online conversions: reporting

	Floodlight conversions	Floodlight with custom metrics or dimensions	Google Analytics 4 conversions	Google Ads conversions
Last-click attribution model	Yes	Yes	Yes	Yes
Predefined attribution model	Yes	Yes	Yes	–
Data-driven attribution model	Yes	Yes	–	–
Last-click attribution model + cross-device	Yes	Yes	–	Yes
Predefined attribution model + cross-device	Yes	Yes	–	–
Data-driven attribution model + cross-device	Yes	Yes	–	–

Offline conversions: reporting

	Floodlight conversions uploaded from Search Ads 360 API or bulksheets	Floodlight conversions uploaded from Campaign Manager API
Last-click attribution model	Yes	Yes
Predefined attribution model	Only for offline conversions that specify a click ID less than 60 days old.	Yes. If you attribute the conversion to a click ID, the click ID must be less than 28 days old.
Data-driven attribution model generated by Search Ads 360	Only for offline conversions that specify a click ID less than 60 days old.	In Search Ads 360 reports: If you attribute the conversion to a click ID, the click ID must be less than 28 days old. In Campaign Manager 360 reports: Search Ads 360 DDA models aren't available in Campaign Manager 360. In Campaign Manager 360, you can apply Campaign Manager 360 attribution models to offline conversions just like online conversions.
Last-click attribution model + cross-device	Yes for offline conversions that specify a click ID less than 28 days old.	Yes for offline conversions that specify a click ID less than 28 days old.
Predefined attribution model + cross-device	Yes for offline conversions that specify a click ID less than 28 days old.	Yes for offline conversions that specify a click ID less than 28 days old.
Data-driven attribution model + cross-device	Yes for offline conversions that specify a click ID less than 28 days old.	Yes for offline conversions that specify a click ID less than 28 days old.

Bid strategies and conversion goals

Online conversions: bid strategies and conversion goals

	Floodlight conversions	Floodlight with custom dimensions	Floodlight with custom metrics	Google Analytics 4 conversions
Last-click attribution model	Yes	Yes	–	Yes
Predefined attribution model	Yes	Yes	–	–
Data-driven attribution model	Yes	Yes	–	–
Last-click attribution model + cross-device	Yes	Yes	–	–
Predefined attribution model + cross-device	Yes	Yes	–	–
Data driven attribution model + cross-device	Yes	Yes	–	–

Offline conversions: bid strategies and conversion goals

	Floodlight conversions uploaded from Search Ads 360 API or bulksheets	Floodlight conversions uploaded from Campaign Manager 360 API
Last-click attribution model	Yes	Yes
Predefined attribution model	Only for offline conversions that specify a click ID less than 28 days old.	Yes. If you attribute the conversion to a click ID, the click ID must be less than 28 days old.
Data-driven attribution model generated by Search Ads 360	Only for offline conversions that specify a click ID less than 28 days old.	If you attribute the conversion to a click ID, the click ID must be less than 28 days old.
Last-click attribution model + cross-device	Only for offline conversions that specify a click ID less than 28 days old.	Only for offline conversions that specify a click ID less than 28 days old.
Predefined attribution model + cross-device	Only for offline conversions that specify a click ID less than 28 days old.	Only for offline conversions that specify a click ID less than 28 days old.
Data driven attribution model + cross-device	Only for offline conversions that specify a click ID less than 28 days old.	Only for offline conversions that specify a click ID less than 28 days old.

Offline conversions and attribution models

Lookback windows

If you attribute offline conversions to clicks or visits, the last-click attribution model ignores the Floodlight lookback window. The last click model will attribute a conversion to a click or visit no matter how much time passes between the click and the conversion. The new Search Ads 360 does apply the lookback window for other attribution models. Learn more about Uploaded conversions ignoring Floodlight lookback windows.

Historical conversions

Conversions attributed to keywords, ads, product groups or visits are forced into the last-click attribution model no matter when they're uploaded, whereas those attributed to Google click IDs (GCLIDs) are forced into this attribution model after 60 days.

Limitations for historical conversions

You can't upload conversions attributed to GCLIDs if either of the following is true:
- The conversion timestamp is older than 90 days.
- The GCLID is older than 90 days.
You can't edit conversions that are older than 90 days.
You can't upload conversions where the conversion timestamp is older than 90 days.
You can't upload conversion timestamps older than 14 days for the purposes of auction-time bidding.

Best practices

To ensure that all models, including data-driven models, are applied accurately to offline conversions, make sure that you use a click ID to upload offline conversions no older than 28 days.

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