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 |
Yes |
Yes |
|
Yes |
Yes |
Yes |
– | |
| Yes Learn more |
Yes Learn more |
– | – | |
|
Last-click attribution model + |
Yes Learn more |
Yes Learn more |
– | Yes Learn more |
|
Predefined attribution model + Cross environment |
Yes | Yes Learn more |
– | – |
|
Data driven attribution model + |
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 |
Yes |
|
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 old. Learn more |
In Search Ads 360 reports: In Campaign Manager 360 reports: |
|
Last-click attribution model + |
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 + |
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 + |
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 |
– |
Yes |
|
Yes |
Yes |
– | – | |
|
Yes |
Yes |
– | – | |
|
Last-click attribution model + Cross environment |
Yes |
Yes |
– | – |
|
Predefined attribution model + Cross environment |
Yes |
Yes |
– | – |
|
Data driven attribution model + Cross environment |
Yes |
Yes |
– | – |
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 |
Yes |
|
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 old. Learn 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.