Create attribution models in the Search Ads 360

In Search Ads 360, you can import existing attribution models from Campaign Manager 360 or Google Analytics, or create new data-driven models from scratch.

Import a Campaign Manager 360 or Google Analytics attribution model

Your manager account can have up to 5 attribution models from Campaign Manager 360, and up to 5 attribution models from Google Analytics. Because Google Ads attribution models can only be used with Google Ads conversion actions, they aren’t counted in the count of attribution models allowed by Search Ads 360.

1. Sign in to your new Search Ads 360.
2. Navigate to a sub-manager account.
3. From the page menu, under “Tools and settings”, click Conversions.
4. Click Attribution models.
5. Click the plus button , then select Model from Campaign Manager 360 or Model from Google Analytics.
   1. If you already have 5 attribution models from this category, you cannot create a new attribution model. Remove one before trying again.
6. Select a model from the drop-down list.
   1. The list of models contains both custom and default attribution models.
   2. Hover over a model to learn more about it.
   3. Only compatible models appear as options.
7. Enter an email address to notify when the attribution model is ready.
8. Click Save.

After importing a model, it appears at the bottom of the table listing attribution models.

Add a new data-driven attribution model

You can have up to 5 data-driven attribution models. To create a data-driven attribution model, you must first create at least one Floodlight conversion action.

1. Sign in to your new Search Ads 360.
2. Navigate to a sub-manager account.
3. From the page menu, under “Tools and settings”, click Conversions.
4. Click Attribution models.
5. Click the plus button , then select New data-driven model.
   1. To select this option, you must have at least one Floodlight conversion action.
6. Name your new attribution model.
7. Select up to 50 conversion actions your attribution model will analyze.
8. Select whether to group conversion actions automatically or manually with labels.
   1. If you group conversion actions manually, select the labels to assign.
9. Enter an email address to notify when the attribution model is ready.
10. Click Create model.

Change attribution model for a conversion action

1. Sign in to your new Search Ads 360.
2. Navigate to a sub-manager account.
3. From the page menu, under “Tools and settings”, click Conversions.
4. Click Summary.
5. Click the conversion action that you want to change.
6. On the "Details" page, click Edit settings.
7. Click Attribution model to expand the section.
8. Click the arrow to display the list of attribution models, and then select an attribution model.
9. Click Save, and then click Done.

Remove an attribution model

To reduce reporting lag time during heavy volumes, it's recommended that you remove any attribution models that you're no longer using. However, bidding must have been migrated to the new Search Ads 360 before you can remove attribution models in it.

1. Sign in to your new Search Ads 360.
2. Navigate to a sub-manager account.
3. From the page menu, under “Tools and settings”, click Conversions.
4. Click Attribution models.
5. Check the box next to each attribution model you want to remove.
6. Click Remove.