Select an attribution model for a Search Ads 360 bid strategy or conversion goal

Before you start:

1. Create a data-driven attribution model in Search Ads 360 or add a pre-defined attribution model (requires agency manager or advertiser manager permissions).
2. Give Search Ads 360 time to generate the data-driven attribution model or sync the pre-defined model.

See four essential steps for using DDA in a bid strategy.
Incorporate your Data Driven Attribution model(s) in a DS bid strategy

Select an attribution model in a Search Ads 360 bid strategy

1. Start creating a bid strategy.

   In the Goal section, be sure to select a Conversions, Revenue, or Advanced targeting goal.

2. In the Target section:

   • If you selected a Conversions or Revenue goal:

     1. Select a target type and specify an amount or percent.

     2. Select Floodlight from the Conversion source list.

     3. Select an attribution model from the Attribution model list.
        If an attribution model is missing from the list, make sure Search Ads 360 has finished generating or syncing the model. 

        In new bid strategies, the Cross-environment conversions check box is selected by default.

     4. Select the Floodlight activities you want to optimize.

   • If you selected an Advanced targeting goal:

     1. Select an attribution model from the Attribution model list.
        If an attribution model is missing from the list, make sure Search Ads 360 has finished generating or syncing the model.

     2. Click + Add another target and select targets and conversions.
        If you selected an attribution model other than Last click, only online Floodlight conversions will be available for selection.

3. Complete the settings for your bid strategy and click Save.
   On the Bid strategy summary page, the Target column displays the bid strategy’s attribution model.

 

Select an attribution model in a conversion goal

Conversion goals can't be edited. You can only set the attribution model when you create a goal. If you want to use a different attribution model, create a new goal to use in supported features, such as campaigns.

 

1. Do one of the following:
   • Navigate to a campaign's settings.
   • Start creating a budget plan.
   • Start creating a bid strategy opportunity.
2. Click Create new conversion goal.
3. In the New conversion goal window, click Create a column.
4. Enter a name for the column. 
   The name of the column is also the name of the conversion goal.
5. Select Conversions or Revenue.

   If you select Conversions, Search Ads 360 will use CPA (cost per action) to track your goal.

   If you select Revenue, choose either ERS (effective revenue share) or ROAS (return on advertising spend). 

6. Select Floodlight from the Conversion source list.

7. Select an attribution model from the Attribution model list.
   If an attribution model is missing from the list, make sure Search Ads 360 has finished generating or syncing the model. 

8. Optional. Select the Cross-environment conversions check box.
9. Select the conversion type and the Floodlight tags that you want and then click Save.