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Welcome to the help center for Search Ads 360, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the Search Ads 360 product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Manage attribution models

Which types of conversions support attribution models?

Search Ads 360 can report conversions tracked by Floodlight, Google Analytics, and Google Ads conversion tracking. The following tables shows which types attribution models can be applied to which types of conversions, depending on how you use the conversion data:

For example, if you apply a data-driven attribution model to a custom Floodlight column, you can use the column in reports and as a bid strategy target.

Reporting

Online conversions: reporting

  Floodlight conversions Floodlight with custom metrics or dimensions Google Analytics conversions Google Ads conversions

Last-click attribution model

Yes
Learn more

Yes
Learn more

Yes
Learn more

Yes
Learn more

Predefined attribution model

Yes
Learn more

Yes
Learn more

Yes
Learn more

Data driven attribution model

Yes
Learn more
Yes
Learn more

Last-click attribution model +
Cross environment

Yes
Learn more
Yes
Learn more
Yes
Learn more

Predefined attribution model + Cross environment

Yes Yes
Learn more

Data driven attribution model +
Cross environment

Yes
Learn more
Yes
Learn more

 

Offline conversions: reporting

  Floodlight conversions uploaded from Search Ads 360 API or bulksheets Floodlight conversions uploaded from Campaign Manager API
Last-click attribution model

Yes
Learn more

Yes 
Learn more

Predefined attribution model

Only for offline conversions that specify a click ID less than 60 days old. Learn more

Yes. If you attribute the conversion to a click ID, the click ID must be less than 28 days old. Learn more

Data driven attribution model generated by Search Ads 360

Only for offline conversions that specify a click ID less than 60 days oldLearn more

In Search Ads 360 reports:
If you attribute the conversion to a click ID, the click ID must be less than 28 days old. Learn more

In Campaign Manager 360 reports:
Search Ads 360 DDA models aren't available in Campaign Manager 360. In Campaign Manager 360, you can apply Campaign Manager 360 attribution models to offline conversions just like online conversions.

Last-click attribution model +
Cross environment

Yes for offline conversions that specify a click ID less than 28 days old. Learn more

Yes for offline conversions that specify a click ID less than 28 days old. Learn more

Predefined attribution model +
Cross environment

Yes for offline conversions that specify a click ID less than 28 days old. Learn more

Yes for offline conversions that specify a click ID less than 28 days old. Learn more

Data-driven attribution model +
Cross environment

Yes for offline conversions that specify a click ID less than 28 days old. Learn more

Yes for offline conversions that specify a click ID less than 28 days old. Learn more

 

Bid strategies and conversion goals

Online conversions: bid strategies and conversion goals

  Floodlight conversions Floodlight with custom dimensions Floodlight with custom metrics Google Analytics conversions

Last-click attribution model

Yes

Yes
Learn more

Yes
Learn more

Predefined attribution model

Yes
Learn more

Yes
Learn more

Data driven attribution model

Yes

Yes
Learn more

Last-click attribution model + Cross environment

Yes
Learn more

Yes
Learn more

Predefined attribution model + Cross environment

Yes
Learn more

Yes
Learn more

Data driven attribution model + Cross environment

Yes
Learn more

Yes
Learn more

 

Offline conversions: bid strategies and conversion goals

  Floodlight conversions uploaded from Search Ads 360 API or bulksheets Floodlight conversions uploaded from Campaign Manager 360 API

Last-click attribution model

Yes 
Learn more

Yes
Learn more

Predefined attribution model

Only for offline conversions that specify a click ID less than 28 days old.

Yes. If you attribute the conversion to a click ID, the click ID must be less than 28 days old. Learn more

Data driven attribution model generated by Search Ads 360

Only for offline conversions that specify a click ID less than 28 days oldLearn more

If you attribute the conversion to a click ID, the click ID must be less than 28 days old. Learn more

Last-click attribution model + Cross environment

Only for offline conversions that specify a click ID less than 28 days old. Learn more

Only for offline conversions that specify a click ID less than 28 days old. Learn more

Predefined attribution model + Cross environment

Only for offline conversions that specify a click ID less than 28 days old. Learn more

Only for offline conversions that specify a click ID less than 28 days old. Learn more

Data driven attribution model + Cross environment

Only for offline conversions that specify a click ID less than 28 days old. Learn more

Only for offline conversions that specify a click ID less than 28 days old. Learn more

 

Notes about offline conversions and attribution models

  • If you do attribute offline conversions to clicks or visits, the last-click attribution model ignores the Floodlight lookback window. That is, the last-click model will attribute a conversion to a click or visit no matter how much time passes between the click and the conversion. Search Ads 360 does apply the lookback window for other attribution models. Learn more
  • Regarding uploading historical conversions:
    • Conversions attributed to keywords, ads, product groups, or visits are forced into the last-click attribution model no matter when they're uploaded, whereas those attributed to Google click IDs (GCLIDs) are forced into this attribution model after 60 days.
    • You can't upload conversions attributed to GCLIDs if either of the following is true:
      • The conversion timestamp is older than 90 days.
      • The GCLID is older than 90 days.
    • You can't edit conversions that are older than 60 days.
    • You can't upload conversions where the conversion timestamp is older than 90 days.
    • You can't upload conversion timestamps older than 14 days for the purposes of auction-time bidding.
  • To ensure that all models, including data-driven models, are applied accurately to offline conversions, make sure you use a click ID to upload offline conversions no older than 28 days.

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