Create an attribution model and change your primary model

You can access attribution modeling data in reporting for offline viewing and analysis. Learn more about attribution models.

Create an attribution model for reporting

If your Display & Video 360 advertiser is linked to a Campaign Manager 360 advertiser, create an attribution model in Campaign Manager 360. Otherwise, create an attribution model in Display & Video 360.

To create an attribution model in Campaign Manager 360:

1. Navigate to Advertiser > Floodlight > Configuration > Attribution. By default, you have a system created model called "Floodlight Attribution Model".

2. Click New Model.
3. Name your model.
4. Select a default model from the following options:
   • Floodlight
   • Last interaction
   • First interaction
   • Linear
   • Time decay
   • Position-based

5. Click Save.

To create an attribution model in Display & Video 360:

1. Navigate to Advertiser > Resources > Floodlight group > Basic details > Attribution > Attribution models. By default, you have a system created model called "Floodlight Attribution Model".
2. Click New Model.
3. Name your model.
4. Select a baseline model from the following options:
   • Floodlight
   • Last interaction
   • First interaction
   • Linear
   • Time decay
   • Position-based
5. Select which kinds of conversions to include for attribution.
6. Select whether to include or exclude modeled conversions.
7. Click Done.

Change primary attribution models

The primary attribution model will be the default for all line items associated with the Floodlight. This means that those line items will use the primary attribution model to inform bid optimization in Display & Video 360, creative optimization in Campaign Manager 360, and conversion reporting.

Data-driven attribution models are only available as the primary attribution model if you manage Floodlight in Campaign Manager 360.

To change the primary attribution model in Campaign Manager 360:

1. Click the checkbox next to a model.
2. Click Make primary.
3. Click Save.

To change the primary attribution model in Display & Video 360:

1. Click the checkbox next to a model.
2. Click Action.
3. Click Make primary.
4. Click Done.

To change the primary attribution model for a line item in Display & Video 360:

1. Navigate to a line item.
2. Click on the Line item details tab.
3. In the "Conversion tracking" section, select the attribution model to use for conversion measurement.
4. Click Save.

Limit your model to viewable impressions or engaged views

You can set up your model so that only viewable impressions or engaged views count for attribution.

1. Create a new model.
2. In the Attributed impression column, click Edit .
3. Choose:
   1. Include all impressions
   2. Limit to viewable impressions - only viewable impressions will be included in the model.
   3. Limit to engaged views and viewable impressions - all video impressions are included, and view through conversions are counted (for video) if they meet your engaged view criteria. Only viewable impressions are included for display.
4. In the Viewable impressions section below, choose the percentage of impressions (that are ineligible for viewability or engaged view measurement) you want to include in your model.
   1. Because the impressions are ineligible you won't know if they were viewable or not. However, this is a good way to ensure even more accurate attribution, especially if you mirror the average viewability rate for a given type of inventory.

Modeled conversions

By default your model will include modeled conversions. These conversions are inferred for browsers when there isn't direct conversion tracking information available.

To change this setting, under Modeled Conversions, click Edit and then Enable or Disable modeled conversions.

Ads Data Hub (Campaign Manager 360 only)

Click Enable to send the attribution model's event level data to your linked Ads Data Hub account.

Delete and edit attribution models

Note that models can't be edited; they must be removed and recreated. If any changes are made to the baseline model, including a data-driven model, then the reporting attribution model must be removed and recreated to be updated.

To delete attribution models in Campaign Manager 360:

1. Click the checkbox next to a model.
2. Click Remove.

To delete attribution models in Display & Video 360:

1. Click the check box next to a model.
2. Click Action.
3. Click Delete.

Select attribution models in Offline Reporting

To select the attribution model in Offline Reporting:

1. Navigate to Offline Reporting.
2. Click New Offline Report.
3. Under "Report setup", click on the dropdown next to "Attribution Model".
4. Select the model you created.

Limitations

• Due to differences in cookies and device ID settings, there may be times when conversions can't be measured directly. In some cases, Campaign Manager 360 and Display & Video 360 use machine learning and historical data to model conversions.
• You are limited to 5 models per advertiser (1 system Floodlight model, and 4 you create).
• Once a model is created, up to 20 hours may pass before the model appears in offline reporting.
• Attribution model data is available from the day the model finished training and all days moving forward.
• If the attribution model on an already running line item is changed, conversion tracking will be updated from that date forward. Bid optimization will update gradually over a 30-day period after the model is changed.
• Some metrics and dimensions are incompatible with attribution models.