Manage attribution models

Add, update, and remove attribution models

An attribution model determines the method of distributing credit for a conversion among all of the activity in a conversion funnel. Before you can use an attribution model in a Floodlight activity column, bid strategy, or Google Analytics activity column, a Search Ads 360 user with agency manager or advertiser manager permissions needs to add the attribution model from Campaign Manager or Google Analytics. Adding a model enables Search Ads 360 to sync some of its historical performance data with the model as well as apply the model going forward.

Special permissions required

Only an agency manager or advertiser manager can add, update, and remove attribution models.

Add an attribution model

  1. In Search Ads 360, navigate to an advertiser.

    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the "Advertiser" list, click on the advertiser.

    4. Click Apply or press the Enter key.

    Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. In the left navigation panel, click Attribution

  3. Above the list, click New ▼, and then click Predefined model.

    If 5 Campaign Manager or 5 Google Analytics models have already been added within your advertiser, you'll first need to remove an attribution model before you can add another model from the same application.
  4. Select a model from the Model list.

    With the exception of the last-click attribution model, the names of the default models in the Model list start with one of the following:

    •  Campaign Manager logo Default: A default Campaign Manager model. Campaign Manager models can be used in Floodlight activity columns and Search Ads 360 bid strategies.
      For example,  Campaign Manager logo Default linear model.
    •   Default: A default Google Analytics model. Google Analytics models can be used in Google Analytics activity columns.
      For example,   Default time decay model.

    The names of custom models also include the Campaign Manager or Google Analytics icons. 

    Is a custom model missing from the list? Make sure you've followed the tips for creating custom Campaign Manager and Google Analytics attribution models that are compatible with Search Ads 360. In particular, in Campaign Manager models be sure to set the impression credit to zero.

  5. Optional. In the email box, enter a different email address.

    You can enter only one email address. By default, the field contains the name of the person who is currently signed into Search Ads 360.
    Because it can take more than 24 hours to apply a model to the performance data, Search Ads 360 sends an email notification when you can use the model. When the model is ready, you can select it in a Floodlight activity column, Google Analytics activity column, or Search Ads 360 bid strategy.

  6. Click OK.

    Can't enable the OK button? If the OK button dims after you select a model, you've already the maximum of 5 Campaign Manager or 5 Google Analytics models. You'll first need to remove an attribution model before you can add another model from the same application.

Search Ads 360 adds the model and starts syncing performance data with the new model. The Status column in the reporting table displays the status of the sync process. Because Search Ads 360 needs to wait until performance data for the current day is complete and available, the sync may not finish until the next day.

When the sync is complete, the Status column displays, Successfully added,and a + Column button appears.

What are the different dates in the columns?

The Model added column displays the date that the attribution model was added to Search Ads 360.

The Date model applied to data column displays the date, going forward, that the model is applied to performance data.

 

Next, apply the attribution model

Once an attribution model is successfully synced, any Search Ads 360 user with edit privileges for the current advertiser can do the following:

Apply updates to a custom attribution model

If you update a custom attribution model in Campaign Manager or Google Analytics after it's already been added to Search Ads 360, you may want to apply the updates in Search Ads 360. When you apply the updates, you can choose between applying the updates:

  • 60 days before today (recommended): Data from two months ago onward will reflect the updated model. Earlier data will reflect the old model.

  • Today: Data from today onward will reflect the updated model. Earlier data will reflect the old model.

Note:

  • Search Ads 360 doesn't notify you when an attribution model in Campaign Manager or Google Analytics has been updated. If you change a custom model in Campaign Manager or Google Analytics, you'll need to be aware that it might have been added to Search Ads 360.

  • You can use the old model in Search Ads 360 as long as you like. Search Ads 360 will keep its copy of the model until you explicitly update it or remove it.

To apply an updated model to Search Ads 360:

  1. In Search Ads 360, navigate to an advertiser.

    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the "Advertiser" list, click on the advertiser.

    4. Click Apply or press the Enter key.

    Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. In the left navigation panel, click Attribution.

  3. On the Attribution page, select the checkbox next to the model you want to update.

  4. Above the table, click the Edit button and then select Apply updated model to data.

  5. In the window that appears, choose when you want the update to be effective, and then click the Apply updated model button.

Remove an attribution model from Search Ads 360

If you remove an attribution model from Search Ads 360, it will no longer be available for Search Ads 360 reports or bid strategies. Removing a model from Search Ads 360 does not remove the model from Campaign Manager or Google Analytics or have any effect on the reporting data in Campaign Manager or Google Analytics.

Before you can remove a model from Search Ads 360, you'll need to remove the model from any Search Ads 360 features that are currently using it (such as Floodlight activity columns, bid strategies, Google Analytics columns, formula columns, or rules). If you're not sure which features are using the model, you can try to remove it. Search Ads 360 will then list any features that are using the model.

Follow these steps:

  1. In Search Ads 360, navigate to an advertiser.

    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the "Advertiser" list, click on the advertiser.

    4. Click Apply or press the Enter key.

    Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. In the left navigation panel, click Attribution.

  3. On the Attribution page, select the checkbox next to the model you want to remove.

  4. Above the table, click the Edit button and then select Remove model.

  5. If Search Ads 360 lists any features that are using the model, remove the model from the listed features Search Ads 360. Then repeat these steps.
    For example, if you're removing the Campaign Manager default linear model and a Floodlight activity column is using this model, change the Floodlight activity column's attribution model to something else.
Was this helpful?
How can we improve it?