Main conversion actions that credit only the last click

A customer may click several of your ads before buying or calling. With last click, only the final click counts, and the search that first brought them in shows no result.

Smart Bidding learns from those numbers, so it bids less on the searches that start a sale. Data-driven attribution shares the credit across the ads clicked on the way, from your account's own data. Google uses it by default for most conversion actions.

Oppy reads every enabled conversion action and keeps the primary ones your website records. It lists those set to last click that counted something in the last 30 days.

Actions imported from Google Analytics take their model from Analytics, so they are left out. So are calls, imports and store sales.

Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.

When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.

1. In Google Ads, open Goals, then Conversions, then Summary.
2. Open each primary action that your website records.
3. Read its attribution model: Data-driven or Last click.
4. Skip the actions imported from Google Analytics, which follow the model set there.

Open each action, then Edit settings, then Attribution model, and choose Data-driven.

Note the day you switch, so a change in the figures after it is read as such.

The checks next to this one in Conversion tracking, each with its own page.

• What happens after the lead, told back to Google
• Consent Mode on the pages your ads open, for ads shown in Europe
• What counts as a phone call, and who decided
• Tags sent through a server of your own
• Too little has happened here to judge performance
• The same result counted by more than one action