Manage attribution models

Which types of conversions 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:

For example, if you apply a data-driven attribution model to a custom Floodlight column, you can use the column in reports and as a bid strategy target.

Reporting

Online conversions: reporting

  Floodlight
conversions
Floodlight with
custom metrics or dimensions
Google Analytics
conversions
Google Ads
conversions
Last-click attribution model

Yes
Learn more

Yes
Learn more

Yes
Learn more

Yes
Learn more

Predefined attribution model

Yes
Learn more

Yes
Learn more

Yes
Learn more

--
Data driven attribution model

Yes
Learn more

Yes
Learn more
-- --
Last-click attribution model
+
Cross environment

Yes
Learn more

-- --

Yes
Learn more

Predefined attribution model +
Cross environment

Yes

-- -- --
Data driven attribution model
+
Cross environment
Yes
Learn more
-- -- --

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
Learn more

Yes
Learn more

Predefined attribution model

Only for offline conversions that specify a click ID less than 60 days old.
Learn more

Yes
If you attribute the conversion to a click ID, the click ID must be less than 60 days old.
Learn more

Data driven attribution model
generated by Search Ads 360

Only for offline conversions that specify a click ID less than 60 days oldLearn more

In Search Ads 360 reports:
If you attribute the conversion to a click ID, the click ID must be less than 60 days old. Learn more

In Campaign Manager reports:
Search Ads 360 DDA models aren't available in Campaign Manager. In Campaign Manager, you can apply Campaign Manager attribution models to offline conversions just like online conversions.

Last-click attribution model
+
Cross environment
-- Not recommended

You may see offline conversions in cross-environment reports if they are uploaded within a day. However, it's recommended that you don't include cross-environment conversions in Floodlight columns that report on offline activities.

Predefined attribution model +
Cross environment
-- Not recommended

You may see offline conversions in cross-environment reports if they are uploaded within a day. However, it's recommended that you don't include cross-environment conversions in Floodlight columns that report on offline activities.

If you attribute the conversion to a click ID, the click ID must be less than 60 days old.

Data driven attribution model
+
Cross environment
-- Not recommended

You may see offline conversions in cross-environment reports if they are uploaded within a day. However, it's recommended that you don't include cross-environment conversions in Floodlight columns that report on offline activities.

If you attribute the conversion to a click ID, the click ID must be less than 60 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
conversions
Google Ads
conversions
Last-click attribution model Yes Bid strategies only
Learn more
-- Yes
Learn more
--
Predefined attribution model Yes
Learn more
Bid strategies only
Learn more
-- -- --
Data driven attribution model Yes

Bid strategies only
Learn more

-- -- --
Last-click attribution model
+
Cross environment

Yes
Includes all bid adjustments
Learn more

-- -- -- --
Predefined attribution model +
Cross environment
Yes
Includes all 
bid adjustments Learn more
-- -- -- --
Data driven attribution model
+
Cross environment
Yes
Includes all bid adjustments
Learn more
-- -- -- --

Offline conversions: bid strategies and conversion goals

  Floodlight conversions uploaded from
Search Ads 360 API or bulksheets
Floodlight conversions uploaded from
Campaign Manager API
Last-click attribution model Yes
Learn more
Yes
Learn more
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 60 days old.
Learn more
Data driven attribution model
generated by Search Ads 360
Only for offline conversions that specify a click ID less than 60 days oldLearn more

If you attribute the conversion to a click ID, the click ID must be less than 60 days old. Learn more

Last-click attribution model
+
Cross environment
-- --
Predefined attribution model +
Cross environment
-- --
Data driven attribution model
+
Cross environment
-- --

Notes about offline conversions and attribution models

  • Offline conversions that don't specify a click ID can only be used with the last-click attribution model. 
  • If you do attribute offline conversions to clicks or visits, the last-click attribution model ignores the Floodlight lookback window. That is, 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. Search Ads 360 does apply the lookback window for other attribution models. Learn more
  • Regarding uploading 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.
    • 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 by referencing a GCLID older than 90 days. However, you can edit conversions dating as far back as 2 years by referencing the conversion and criterion IDs.
    • You can't upload conversions where the conversion timestamp is older than 2 years.
  • To ensure that all models, including data-driven models, are applied accurately to offline conversions, make sure you upload offline conversions no older than 28 days. 
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