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Google Ads attribution explains how credit for conversions is assigned across the different ads, clicks, and keywords in a customer’s journey. Understanding attribution is critical because it shows you which campaigns are actually driving results, not just clicks. In this video, we’ll break down the main attribution models, from last-click to data-driven, and explain how each one impacts your reporting. You’ll also learn how attribution affects optimization decisions, budget allocation, and overall campaign strategy. By the end, you’ll know how to choose the right model for your business and use it to make smarter advertising decisions.

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Frequently Asked Questions:

What is attribution in Google Ads?

Attribution is the process of assigning credit for a conversion to specific ads, clicks, or keywords that influenced the customer’s journey.

Why does attribution matter in Google Ads?

It matters because different attribution models can drastically change how performance data looks, which impacts where you allocate budget and how you optimize campaigns.

What are the main types of attribution models?

The common models include Last Click, First Click, Linear, Time Decay, Position-Based, and Data-Driven.

What is the default attribution model in Google Ads?

By default, Google Ads uses the “Data-Driven” model (if there’s enough data). If not, it defaults to Last Click.

What’s the advantage of Data-Driven attribution?

It uses machine learning to assign credit based on how different touchpoints contribute to conversions, offering the most accurate picture of performance.

Can I change attribution models in Google Ads?

Yes, you can change attribution models in your conversion settings, but it may alter historical performance comparisons.

Does attribution affect automated bidding?

Yes. Attribution models directly impact how automated bidding strategies allocate budget and prioritize clicks.