How to change Attribution Model in Google Ads (Adwords)

This article is related to attribution modelling in Google Adwords.

If you are brand new to attribution modelling then read this article first: Guide to Attribution Modelling in Google Ads (Google Adwords) to get familiar with the concept of attribution modelling.

By default, Google Ads use the last click attribution model.

So if you have not changed your attribution model then you are most probably using the last click model.

Before you can change attribution model in Google Adwords, you need to decide which attribution model to use.

For example, if least amount of buying consideration is involved then keep using the last click attribution model.

Use the first click model, if brand building/brand awareness is very important for your business.

To learn more about selecting the attribution model in Google Ads which best serve your needs, read this article: Which Attribution Model to use in Google Ads (Google Adwords)?

Once you have decided the attribution model that you want to use, follow the steps below to change / set your attribution model in Google Ads:

Step-1: Login to your Google Ads account with admin/full access.

Step-2: Click on the ‘Tools’ tab and then click on the ‘Conversions’ link under the ‘Measurement’ section:

Step-3: Click on the name of the conversion action whose attribution model you want to change:

You should now be able to see the attribution model currently being used by the conversion action:

Step-4: Click on the ‘Edit Settings’ link and then click on the drop down menu in the ‘attribution modelling’ row:

Step-5: Select the attribution model you want to use from the drop down menu and then click on the ‘Save’ button:

The attribution model that you select while editing/creating a conversion action tells Google ads, how to attribute conversions for the conversion action.

For example, if you select ‘last click’ attribution model then the conversion action will be attributed to the first ad (and its corresponding keyword) a user clicked before completing the conversion.

The attribution model that you select only affect the conversion action to which it is applied and it only affect your search network and shopping data.

The selected attribution model does not affect your Display network, Mobile App and phone call data.

In other words, Display Network conversions, Mobile App conversions and phone call conversions are continued to be attributed to the last ad click regardless of the attribution model you set for your conversion actions.

Note: The attribution model that you select also affects, how your bids are optimized for conversions.

Step-6: Click on the ‘Done’ button.

Other Articles Related to Attribution Modelling in Google Ads

  1. Guide to Attribution Modelling in Google Ads (Google Adwords)
  2. Which Attribution Model to use in Google Ads (Google Adwords)?
  3. Cross device attribution reports in Google Ads (Google AdWords)
  4. Data Driven Attribution Model in Google Ads (Google Adwords)
  5. Setting up Data Driven Attribution Model in Google Ads (Google Adwords)
  6. Store visit conversion tracking in Google Ads (Google AdWords)
  7. Understanding the Analytics behind Google Ads (Google Adwords)
  8. Cross Account Conversion Tracking in Google Ads (Google Adwords)
  9. Understanding View-Through conversions In Google Ads (Google Adwords)
  10. Assisted Conversions Report in Google Ads (Google Adwords)
  11. Understanding Conversion Paths in Google Ads (Google Adwords)
  12. Attribution Modelling Reports in Google Ads (Google Adwords)
  13. How to test Attribution Model in Google Ads (Adwords)

Do you want to Learn Web Analytics in 4 Weeks?

  • Learn and Master Web Analytics, Conversion Optimization & Google Analytics from Industry Expert in 4 weeks.
  • Lifetime access to the course + Lifelong FREE course updates.
  • New study material added every few months (lifelong learning).
  • Up to date training material.
  • Most exhaustive course on Google Analytics on the internet.
  • Hundreds of Assessments to test your learning.
  • Your 24/7, 365 days a year reference source.
  • Learn at your own pace and from any place.
  • Risk Free with 30 days 100% Money Back Guarantee.

Take your Analytics knowledge to the next level. Checkout my Best Selling Books on Amazon

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Himanshu Sharma

Certified web analyst and founder of OptimizeSmart.com

My name is Himanshu Sharma and I help businesses find and fix their Google Analytics and conversion issues. If you have any questions or comments please contact me.

  • Over eleven years' experience in SEO, PPC and web analytics
  • Google Analytics certified
  • Google AdWords certified
  • Nominated for Digital Analytics Association Award for Excellence
  • Bachelors degree in Internet Science
  • Founder of OptimizeSmart.com and EventEducation.com

I am also the author of three books:

error: Alert: Content is protected !!