AttributionModel

AI-generated Key Takeaways

• An attribution model explains how to distribute credit for a conversion across previous interactions.

• Different attribution models distribute conversion credit based on various criteria, including last click, first click, time decay, position, or data-driven methods.

• Several specific attribution models are available, particularly those using Google Search attribution, each with a unique approach to assigning conversion credit.

The attribution model that describes how to distribute credit for a particular conversion across potentially many prior interactions.

Enums
UNSPECIFIED	Not specified.
UNKNOWN	Used for return value only. Represents value unknown in this version.
EXTERNAL	Uses external attribution.
GOOGLE_ADS_LAST_CLICK	Attributes all credit for a conversion to its last click.
GOOGLE_SEARCH_ATTRIBUTION_FIRST_CLICK	Attributes all credit for a conversion to its first click using Google Search attribution.
GOOGLE_SEARCH_ATTRIBUTION_LINEAR	Attributes credit for a conversion equally across all of its clicks using Google Search attribution.
GOOGLE_SEARCH_ATTRIBUTION_TIME_DECAY	Attributes exponentially more credit for a conversion to its more recent clicks using Google Search attribution (half-life is 1 week).
GOOGLE_SEARCH_ATTRIBUTION_POSITION_BASED	Attributes 40% of the credit for a conversion to its first and last clicks. Remaining 20% is evenly distributed across all other clicks. This uses Google Search attribution.
GOOGLE_SEARCH_ATTRIBUTION_DATA_DRIVEN	Flexible model that uses machine learning to determine the appropriate distribution of credit among clicks using Google Search attribution.