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