Add, update, and remove attribution models

An attribution model determines the method of distributing credit for a conversion among all of the activity in a conversion funnel. Before you can use an attribution model in a Floodlight activity column, bid strategy, or Google Analytics activity column, a Search Ads 360 user with agency manager or advertiser manager permissions needs to add the attribution model from Campaign Manager 360 or Google Analytics. Adding a model enables Search Ads 360 to sync some of its historical performance data with the model as well as apply the model going forward.

Special permissions required

Only an agency manager or advertiser manager can add, update, and remove attribution models.

Add an attribution model

1. In Search Ads 360, navigate to an advertiser.

   Steps for navigating to an advertiser

   1. Click the navigation bar to display navigation options.

   2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   3. In the "Advertiser" list, click on the advertiser.

   4. Click Apply or press the Enter key.

   Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

2. In the left navigation panel, click Attribution. 

3. Above the list, click New ▼, and then click Predefined model.

   If 5 Campaign Manager 360 or 5 Google Analytics models have already been added within your advertiser, you'll first need to remove an attribution model before you can add another model from the same application.

4. Select a model from the Model list.

   With the exception of the last-click attribution model, the names of the default models in the Model list start with one of the following:

   •   Default: A default Campaign Manager 360 model. Campaign Manager 360 models can be used in Floodlight activity columns and Search Ads 360 bid strategies.
     For example,   Default linear model.
   •   Default: A default Google Analytics model. Google Analytics models can be used in Google Analytics activity columns.
     For example,   Default time decay model.

   The names of custom models also include the Campaign Manager 360 or Google Analytics icons. 

   Is a custom model missing from the list? Make sure you've followed the tips for creating custom Campaign Manager 360 and Google Analytics attribution models that are compatible with Search Ads 360. In particular, in Campaign Manager 360 models be sure to set the impression credit to zero.

5. Optional. In the email box, enter a different email address.

   You can enter only one email address. By default, the field contains the name of the person who is currently signed into Search Ads 360.
   Because it can take more than 24 hours to apply a model to the performance data, Search Ads 360 sends an email notification when you can use the model. When the model is ready, you can select it in a Floodlight activity column, Google Analytics activity column, or Search Ads 360 bid strategy.

6. Click OK.

   Can't enable the OK button? If the OK button dims after you select a model, you've already the maximum of 5 Campaign Manager 360 or 5 Google Analytics models. You'll first need to remove an attribution model before you can add another model from the same application.

Search Ads 360 adds the model and starts syncing performance data with the new model. The Status column in the reporting table displays the status of the sync process. Because Search Ads 360 needs to wait until performance data for the current day is complete and available, the sync may not finish until the next day.

When the sync is complete, the Status column displays, Successfully added,and a + Column button appears.

Next, apply the attribution model

Once an attribution model is successfully synced, any Search Ads 360 user with edit privileges for the current advertiser can do the following:

• Campaign Manager 360 model: In the Attribution models reporting table, click + Column to select the model for a Floodlight activity column or select the model for a bid strategy.
• Google Analytics model: In the Attribution models reporting table, click + Column to select the model for a Google Analytics activity column.

Apply updates to a custom attribution model

To apply an updated model to Search Ads 360:

1. In Search Ads 360, navigate to an advertiser.

   Steps for navigating to an advertiser

   1. Click the navigation bar to display navigation options.

   2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   3. In the "Advertiser" list, click on the advertiser.

   4. Click Apply or press the Enter key.

   Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

2. In the left navigation panel, click Attribution.

3. On the Attribution page, select the checkbox next to the model you want to update.

4. Above the table, click the Edit button and then select Apply updated model to data.

5. In the window that appears, choose when you want the update to be effective, and then click the Apply updated model button.

Remove an attribution model from Search Ads 360

If you remove an attribution model from Search Ads 360, it will no longer be available for Search Ads 360 reports or bid strategies. Removing a model from Search Ads 360 does not remove the model from Campaign Manager 360 or Google Analytics or have any effect on the reporting data in Campaign Manager 360 or Google Analytics.

Before you can remove a model from Search Ads 360, you'll need to remove the model from any Search Ads 360 features that are currently using it (such as Floodlight activity columns, bid strategies, Google Analytics columns, formula columns, or rules). If you're not sure which features are using the model, you can try to remove it. Search Ads 360 will then list any features that are using the model.

Follow these steps:

1. In Search Ads 360, navigate to an advertiser.

   Steps for navigating to an advertiser

   1. Click the navigation bar to display navigation options.

   2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   3. In the "Advertiser" list, click on the advertiser.

   4. Click Apply or press the Enter key.

   Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

2. In the left navigation panel, click Attribution.

3. On the Attribution page, select the checkbox next to the model you want to remove.

4. Above the table, click the Edit button and then select Remove model.

5. If Search Ads 360 lists any features that are using the model, remove the model from the listed features Search Ads 360. Then repeat these steps.
   For example, if you're removing the Campaign Manager 360 default linear model and a Floodlight activity column is using this model, change the Floodlight activity column's attribution model to something else.