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Watch the Video Tutorial:
How to Change the Attribution Model in Google Ads
1) Navigate to Goals (left-hand-side-menu)
2) Select Summary under Conversions
3) Click on the Conversion Action you would like to modify
4) Click on Edit Settings
5) Under Attribution select one of the below options:
- Data Driven
- Last Click
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Frequently Asked Questions on Changing the Attribution Model in Google Ads
What is an attribution model in Google Ads?
An attribution model determines how credit for conversions is distributed across the touchpoints (ads, clicks, and keywords) that led to a conversion. It helps you understand which interactions contribute most to driving results — for example, whether users convert after the first click, the last click, or through multiple steps.
How do I change the attribution model for a conversion action?
Log in to your Google Ads dashboard → Tools & Settings → Conversions.
Select the conversion action you want to modify.
Click Edit Settings → Attribution Model.
Choose your preferred model (e.g., Data-driven, Last Click, First Click, Linear, Time Decay, or Position-based).
Click Save.
Your campaigns will start reporting and optimizing based on the selected model moving forward.
Which attribution model is best for my campaigns?
Data-driven (recommended): Uses machine learning to assign credit based on real performance data.
Last click: Gives all credit to the final interaction before conversion — simple but less holistic.
First click: Prioritizes discovery-focused campaigns.
Linear: Distributes credit equally across all touchpoints.
Time decay: Favors more recent interactions.
Position-based: Gives more weight to first and last clicks.
Choose based on your goals — Data-driven is generally best for mature accounts with enough conversions.
What happens when I change the attribution model?
Changing the attribution model doesn’t affect historical data — only future conversion reporting and bid strategies. You may see shifts in conversion credit and CPA metrics, especially if you’re using automated bidding tied to conversions.
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