Your customer is considering their reports and notices that Search Ads 360 is using a previously generated basic linear attribution model to track conversions instead of the data-driven attribution model they set up last week. Why might Search Ads 360 be defaulting to the previous model?
By Bhupati Barman
April 15, 2025
Update on : April 15, 2025
Your customer is considering their reports and notices that Search Ads 360 is using a previously generated basic linear attribution model to track conversions instead of the data-driven attribution model they set up last week. Why might Search Ads 360 be defaulting to the previous model?
- There are too many keywords included in the bid strategy.
- The model was created during the bid strategies learning period.
- Historical data is transferring to the new model created.
- The number of clicks and conversions falls below the data requirements.
The Correct Answer is:
The number of clicks and conversions falls below the data requirements. ✅
Why It’s Correct:
Search Ads 360 defaults to a basic linear attribution model if the data-driven attribution (DDA) model doesn’t have enough data (clicks + conversions) to generate accurate insights. DDA relies on a substantial volume of historical data to statistically model how different touchpoints contribute to conversions. If the dataset is insufficient, it cannot produce meaningful attribution modeling, so the system reverts to a more stable alternative like linear.
Why the Others Are Not Correct:
| Option | Why It’s Incorrect |
|---|---|
| There are too many keywords included in the bid strategy. | The number of keywords doesn’t influence the attribution model used. Attribution depends on clicks and conversions, not keyword volume. |
| The model was created during the bid strategies learning period. | The learning period affects bid optimization, not attribution modeling. Attribution is independent of learning phases. |
| Historical data is transferring to the new model created. | Historical data transfer isn’t a reason to fall back on another model. Instead, DDA simply needs enough quality data to work with. |
DDA vs. Linear Attribution in Search Ads 360
Feature | Data-Driven Attribution (DDA) | Linear Attribution |
|---|---|---|
| Requires Data | Yes, high volume of conversions and clicks | No specific requirement |
| Model Basis | Machine learning/statistical modeling | Equal credit to each touchpoint |
| Accuracy | High (when enough data is present) | Lower |
| Default fallback when DDA fails | ❌ | ✅ |
| Used for Smart Bidding? | Yes, if data is sufficient | Yes |
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