Create a data-driven attribution model

To create a DDA model, do the following:

1. Sign in to your Search Ads 360 experience.
2. Navigate to a sub-manager account.
3. From the page menu, under “Tools & settings”, click Conversions.
4. Click Attribution models.
5. Above the reporting table, click the plus button and select New data-driven attribution model.
6. Enter a name for your data-driven attribution model.
7. In the "Floodlight conversion actions" section, select the checkbox of each Floodlight conversion action that you want to report on using this model.
   1. Ensure your data-driven attribution model meets the data requirements, or it may not train.
   2. Google recommends setting up your DDA model to align with your bidding strategy.
8. In the "Keywords, Product Groups & Dynamic Ad Targets" section, groups can be made automatically using basic assumptions about the advertising conversion funnel. You can also use labels to focus on your campaigns and specific ad groups, ads, and keywords. Use the labels to create channel groupings for the model.
   1. This model will give credit for new conversions based on how a similar group of keywords, product groups, and dynamic ad targets led to conversion in the past.
   2. If you haven’t created any labels, your keywords, product groups, and dynamic ad targets are grouped automatically.
9. In the "Notification" section, enter an email address to notify you when the data-driven attribution model has been created.
   1. If you want others to be notified when the data-driven attribution model is ready, add other email addresses, separating them with commas.
10. Click Create model.

Optionally, if you're creating a DDA model with custom channel groupings, you can apply labels to your campaigns, keywords, or other items at least 12 hours before you create the model. If you don't, the model may not recognize your custom channel groupings. You can apply more than one label to a campaign or other item.

The new Search Ads 360 starts a learning period for the new model. When the model is ready, the new Search Ads 360 notifies those you included in the "Notification" field.

Next steps

1. View the status of the new data-driven attribution model.
2. Use a custom conversion column to report on the DDA model.