Attribution model

When someone clicks three ads before buying, something has to decide which campaign gets the sale. The attribution model is that rule, and it changes which campaigns look good and which look weak.

Smart Bidding uses the same credit to decide what each click is worth, so the model also changes how much it bids on searches early in the journey.

1. Open Goals, then Conversions, then Summary, and open a conversion action.
2. Look at Attribution model in its settings.
3. Compare models under Goals, then Attribution, using the model comparison report.
4. Change the model per conversion action if needed.

A buyer searches generic sofa, later searches the shop's brand, then buys. With last click, the brand campaign gets all the credit. With data-driven attribution, part of the credit goes to the generic search that started it, and the generic campaign looks more valuable.

• Judging upper funnel campaigns on last click, then cutting the searches that start sales.
• Changing the model and reading the next week as a change in performance.
• Mixing actions on different models in one total without noticing.

The audit checks Oppy runs on this, each with its own page.

• Conversions that arrive after the report is read
• Performance Max buying queries the Search campaigns already bid on

• Data-driven attribution: An attribution model that shares credit for a conversion across the ads and clicks that led to it, based on the account's own conversion paths.
• Conversion window: How long after a click a conversion can still be counted for it, from 1 to 90 days.
• Conversion: An action you count as a result of an ad: a purchase, a lead form, a call, a sign-up or a store visit.