About data-driven attribution model for Google Analytics 4 actions

A data-driven attribution (DDA) model analyzes real data about user interactions, unique to your search campaign, to learn how to distribute credit for conversions across all interactions in a conversion path. This allows you to optimize your bids and determine the most efficient advertising spend for your goals.

Data requirements for a data-driven attribution model

To create a data-driven attribution model, your sample must include at least 15,000 clicks and 600 Floodlight conversions during the last 30 days. Clicks can come from any advertising platform that you've added to the new Search Ads 360, not just Floodlight. The model begins reporting data from the day it was created, but its initial learning period takes around 24 hours once a sufficient sample is available.

Steps to Set up:

  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 Summary.
  5. Click the Google Analytics 4 (GA4) conversion action you want to enable data-driven attribution (DDA).
  6. Click Edit settings.
  7. Click the Attribution drop down and select “Data-driven.”
  8. Click Save.

Steps to Validate:

  1. Create a “Conversion Action Name” report and include the GA4 Conversion, or you can update an existing “Conversion Action Name” report to include the GA4 conversion.
  2. The GA4 Conversion receives partial credit once it's recognized as part of a sequence leading to a conversion. A total conversion value greater than zero validates that the Google Analytics 4 conversion is actively contributing to a conversion path.

FAQs

Do I have to build a new attribution model in the SA360 attribution tab?

No, you don't need to create a new attribution model in the SA360 attribution tab. Because GA4 doesn't support importing attribution models, you won't find GA4 as an option in the "create new attribution model" dropdown. To set up data-driven attribution in Google Analytics 4, enable data-driven attribution at the conversion action level in Google Analytics 4.

Can I compare my campaign’s last click and DDA conversion totals?

Yes, you can set up a custom conversion column to track conversion totals. To set this up, add a custom conversion column attribution model to “Data Driven (from Google Analytics)” which uses data from Google Analytics 4 and/or add a Last click conversion column “Last click (from Google Analytics)”.

Set up custom column for data-driven attribute or last click reporting:

  1. Select the Columns icon in the campaign settings view.
  2. Select + Custom Column in settings and select “custom conversion column”.
  3. Select the desired GoogleAnalytics 4 conversion action in the “conversion actions” search bar.
  4. Select the GA4 attribution model to report out on:
    • For example, choose “Data-driven (from Google Analytics)” to report out on GA4 DDA conversion data. Choose “Last click (from Google Google Analytics)” to report out on GA4 last click data.
Note: GA4 DDA conversion data does not get backfilled prior to 08/19. When setting up conversion comparison reports or columns, ensure that reporting data period aligns to when you initially launched GA4 DDA.

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