Select an attribution model for a custom Floodlight column

An attribution model determines the method of distributing credit for a conversion among all of the activity in a conversion funnel. By default, Floodlight columns use the last-click attribution model. If you want a Floodlight column to give some amount of credit to clicks on paid search ads higher up in the funnel, select an alternate attribution model.

Before you start 

Create a data-driven attribution model in Search Ads 360 or add a pre-defined attribution model (requires agency manager or advertiser manager permissions).

To select an attribution model for a Floodlight column:

1. Navigate to a reporting table.
   For example, navigate to a campaign and click the Keywords tab.

   Steps for navigating to a campaign

   1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

   2. Click the navigation bar to display navigation options.

   3. 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.

   4. In the "Advertiser" list, click on the advertiser that contains the engine account.

   5. In the "Account" list, click on the engine account that contains the campaign.

   6. In the "Campaign" list, click on the campaign.

   7. Click Apply or press the Enter key.

   Search Ads 360 displays the campaign page.

2. Click the Columns button, which appears above the performance summary graph.

3. In the Available columns list, click ▸Custom conversions, then click Floodlight.

4. To create a new Floodlight column, click the Create a new column button.
   To edit an existing Floodlight column, click (pencil icon) next to an existing column.

5. Select an attribution model from the Attribution model list.
   The list contains all of the data-driven and pre-defined models that have been added for the advertiser.

6. Finish creating or editing the Floodlight column and click Save.

Search Ads 360 applies the attribution model to all activity reported by the Floodlight column during the last two months, and all activity going forward daily.

Next steps

Now that you've set up a Floodlight column, you can:

• Add the column to a reporting table.
  If you download a report that includes the Floodlight column, the data in the download will also reflect the selected attribution model.

• Add the Floodlight column to a formula column.
  Depending on the formula you specify, you can use the formula column as a conversion source in a bid strategy.