Setting up Data Driven Attribution Model in Google Adwords

This article is in conjunction with the article: Data Driven Attribution Model in Google Adwords where I explained this model and its benefits in great detail.

Today I will show you, how to correctly set up this model in Google Adwords.

The data driven attribution model (or DDA model) may not be available to you in Google Adwords account even if you are eligible to use it.

It is certainly not available to all advertisers.

How to check whether DDA model is available to you

In order to check whether this model is available to you, follow the steps below:

Step-1: Login to your Google Adwords account and then click on ‘Attribution’ under the ‘Tools’ menu:

Step-2: Click on ‘Attribution Modelling’ link on the left hand side navigation menu:

Step-3: Look for following yellow notification:

If you see this notification then the DDA model is available to you, for at least some of your conversion actions, if not for all.

Note: DDA model in Adwords is produced separately for each conversion type. So it may be available for some conversion actions and not for others.

Step-4: If you want to see whether DDA model is available for a particular conversion action then select that conversion action from the ‘conversion action’ drop down menu and then look for the ‘data driven’ option in the attribution models drop down menu:

If you do not see the ‘data driven’ option in the drop down menu then it means the DDA model is not available for the selected conversion action.

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Eligibility criteria for using the DDA model

One of the requirements of using a DDA model is that, your Adwords account has recorded at least 15,000 clicks in the last 30 days. So even if your average cost per click is say $ 0.50, it would mean a monthly ad spend of at least $7500 (15,000 * $0.50).

So majority of advertisers may never be eligible to use the DDA model. It is not like, Google is deliberately weeding out low ad spenders here. You just can’t use an algorithmic model like ‘DDA’ without first feeding it with high volume of high quality conversion data.

That’s how algorithmic attribution models work. They consistently need high volume of high quality conversion data in order to produce statistically significant results. Otherwise they would produce garbage insight.

In order to be eligible for using the DDA model, you would need to meet and maintain both minimum traffic and minimum conversion thresholds.

Minimum Traffic threshold for using the DDA model

In order to be eligible for using the DDA model for the first time, your adwords account must meet the minimum traffic threshold which is 15,000 clicks in the last 30 days. In other words, your adwords account should have recorded at least 15,000 clicks in the last 30 days.

If your adwords account does not meet the minimum traffic threshold then no DDA model will be produced for your account. Not only your Adwords account need to meet the minimum traffic threshold for setting up DDA model but it also need to maintain this traffic level every month.

For example, if your adwords ad clicks go below 10,000 in the last 30 days then you may no longer be able to use the DDA model.

Minimum Conversion threshold for using the DDA model

One of your conversion actions in Adwords should have recorded at least 600 conversions in the last 30 days, to be eligible for using the DDA model for the first time. However more conversions, the better.

If your adwords account does not meet the minimum conversion threshold, no DDA model will be produced for your account.

Not only your Adwords account need to meet the minimum conversion threshold for setting up DDA model but it also need to maintain this conversion threshold every month. For example, if the total conversions recorded by your Adwords account go below 400 in the last 30 days then you may no longer be able to use the DDA model in Adwords.

It is important to remember that the DDA model in Adwords is produced for each conversion type and it continue to generate only when 400 or more conversions are recorded for the conversion type in the last 30 days.

So if your adwords conversions for a particular conversion go below 400 in the last 30 days then you may no longer be able to use the DDA model for that conversion type.

Note: You would receive an alert from Google Adwords, if your account/conversion type no longer meet the minimum traffic / conversion threshold requirement.

How to enable Data Driven Attribution Model in Google Adwords

There is always a possibility that your are eligible to use the DDA model but still this model is not available in your adwords account. This can happen, if you have not set up conversion tracking in your Adwords account.

There is also a strong possibility that the DDA model is available to you but it is not providing accurate insight. This can happen, if your conversion tracking is not setup correctly and/or you are not tracking all of the required data.

Remember DDA model is only as good as the data you feed to it. If you feed it garbage, it will product garbage insight.

To enable Data driven attribution model in Google Adwords and/or to set up DDA model correctly, follow the steps below:

Step-1: Set up ecommerce tracking and/or Goal conversion tracking in your Google Analytics account. If you manage a non-ecommerce website, then setting up ecommerce tracking is not required. However you will still need to set up goal conversion tracking. Remember without conversion data, Google can not create ‘DDA model’ for you.

Step-2: Integrate as much data as possible with your Google Analytics account. You can integrate data from your CRM, shopping cart, phone call tracking software, accounting system etc. The more data you integrate with Google Analytics, the more goals you can set up in Google Analytics and then later import to Google Adwords.

The more conversion actions you set up and track in Google Adwords, the more conversion data you will be able to feed to your Adwords DDA model.

Step-3: Link your Google Adwords account to your Google Analytics account so that you can import Google Analytics goals into Google Adwords.

Step-4: Integrate as much data as possible with your Google Adwords account. For example in addition to Google Analytics, you can integrate your following accounts with Google Adwords:

  1. Salesforce
  2. Firebase
  3. Google Search Console
  4. Google Play
  5. YouTube
  6. Google Merchant Center

If you are using a commercial phone call tracking solution, then integrate it with your Google Adwords account. If you have got physical stores, then set up store visit conversion tracking in Google Adwords.

The more data you feed to your Adwords DDA model the better will be the attribution output.

Step-5: Make sure that the conversion tracking is set up correctly in your Adwords account. This is a very important step. If the conversion tracking is not setup correctly then your DDA attribution modelling will likely to be flawed.

Step-6: Meet and maintain the minimum traffic threshold for setting up DDA model in Google Adwords.

Step-7: Meet and maintain the minimum conversion threshold for setting up DDA model in Google Adwords.

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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

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