google-ads-attribution

Google Ads attribution affects Smart Bidding by providing conversion credit signals that bids optimize toward; misallocated attribution causes bidding to optimize on the wrong signals. Accurate attribution reflects true contribution across multi-touch paths.

The best way to compare attribution models is using model comparison workflows to validate credit distribution changes before applying them to live campaigns. Evaluate Last Click, Data-Driven, Linear, Time Decay, and Position-Based models.

Configuring data-driven attribution requires reviewing conversion actions, verifying model status against thresholds, and applying settings across Search, Display, and YouTube campaigns. Use model comparisons before updating live Smart Bidding settings.

Use last-click vs data-driven attribution based on multi-touch conversion path data and model threshold status. Data-driven attribution requires sufficient conversion data to be active; otherwise, last-click serves as the fallback for bidding signals.

Assisted conversions show discrepancies with Smart Bidding when attribution models misallocate credit across campaigns. Diagnose discrepancies using Top Paths reports to align attribution signals with true conversion contribution.