This article is related to attribution modelling in Google Ads.

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 uses 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 the attribution model in Google Adwords, you need to decide which attribution model to use. For example, if the 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 that best serves your needs, read this article: Which Attribution Model to use in Google Ads (Google Adwords)?

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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 the ‘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 affects the conversion action to which it is applied and it only affects 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.

As such, a traditional MMM model is not suitable for carrying out digital marketing mix modelling aka attribution modelling.

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• Learn to implement attribution modelling in your organisation
• Understand the customer purchase journey across devices
• Determine the most effective marketing channels for investment

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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)
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10. Assisted Conversions Report in Google Ads (Google Adwords)
11. Understanding Conversion Paths in Google Ads (Google Adwords)
12. Understanding Search Attribution Reports in Google Ads (Adwords)
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