If none of Campaign Manager 360's basic attribution models are what you need for your Floodlight columns, you can use the Campaign Manager 360 Attribution Modeling Tool to create your own custom models and then add the models to Search Ads 360. Keep the following tips in mind when creating custom attribution models for use in Search Ads 360.
If you create a custom model based on the Linear, Time Decay, or Position-Based models, turn on Adjust credits by interaction type and set the Standard impressions credit to 0.
If you forget to set impression credit to zero, you won't be able to add the model to Search Ads 360 (the model won't even appear in the list of available models).
Only use dimensions supported by Search Ads 360
In your model's custom credit rules, use only the following dimensions, which are supported by Search Ads 360:
If you include other dimensions, you won't be able to add the model to Search Ads 360 (the model won't even appear in the list of available models).
If you don't already have permission to access the Attribution Modeling Tool, ask someone in your organization with Campaign Manager 360 admin rights to do the following:
Assign your user profile to a role that has the following permissions:
View Click-through Conversions
View View-through Conversions
Add the following filters to your user profile:
Any advertiser filter
Any campaign filter
Any site filter
The model's lookback window should be shorter than the Floodlight configuration's window
You can define a lookback window in your custom model, which determines how far back in time Campaign Manager 360 and Search Ads 360 examine conversion paths for the model. Your Floodlight configuration also defines a lookback window. When you add a custom model, Search Ads 360 will use the smaller of the two windows. For example, if you define a lookback window of 15 days in your custom model but your Floodlight configuration defines a window of 10 days, Search Ads 360 will apply the model as far back as 10 days.
Here's an example of settings for a customized first-interaction model (other custom model would use similar settings). Note the rule defined in the Apply custom credit rules section:
Exclude Paid Search Campaign Matching RegExp .+
Excluding .+ from paid search campaigns causes the attribution model to assign credit only to paid search campaigns. That is, the rule is saying "give 0 credit to campaigns that are not paid search campaigns."