Introduction
When you run campaigns in Google Ads, you’ll notice that not all conversions are counted the same way. That’s because Google uses attribution models — the rules that decide which ad click gets credit for a conversion. Choosing the right attribution model is crucial for understanding what’s really driving results and making smarter budget decisions.
In this guide, we’ll break down the different attribution models in Google Ads, explain their pros and cons, and help you decide which one is right for your business.
What Is Attribution in Google Ads?
Attribution is how Google assigns credit for conversions across the different clicks and ads in a customer’s journey. For example, if someone clicks your ad on Monday but doesn’t purchase until Thursday after clicking another ad, which ad gets the credit? That’s what attribution answers.
Types of Google Ads Attribution Models
1. Last Click
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Definition: Gives all credit to the last ad a customer clicked before converting.
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Pros: Simple, straightforward, and often makes sense for direct-response campaigns.
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Cons: Ignores earlier touchpoints that influenced the conversion.
2. First Click
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Definition: Gives all credit to the first ad interaction.
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Pros: Helps you see which ads are driving initial awareness.
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Cons: Doesn’t account for the role of later interactions in driving the final conversion.
3. Linear
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Definition: Splits credit equally across all ad clicks in the path.
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Pros: Provides a balanced view across the journey.
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Cons: May overvalue minor touchpoints that had little impact.
4. Time Decay
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Definition: Gives more credit to clicks that happen closer to the conversion.
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Pros: Useful for short sales cycles where recent actions matter most.
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Cons: Undervalues earlier ads that may have introduced the customer to your brand.
5. Position-Based (U-Shaped)
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Definition: Gives 40% credit to the first and last clicks, and spreads the remaining 20% across the middle.
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Pros: Highlights both awareness and closing interactions.
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Cons: Assumes first and last touch are always most important (not always true).
6. Data-Driven
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Definition: Uses Google’s machine learning to assign credit based on actual conversion data.
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Pros: Adapts to your account and provides the most accurate picture.
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Cons: Requires a significant amount of conversion data to work.
Which Attribution Model Should You Use?
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E-commerce businesses → Data-Driven (if eligible) or Position-Based for balanced insights.
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Lead generation with long cycles → Linear or Time Decay to capture nurturing touchpoints.
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Brand awareness campaigns → First Click to understand top-of-funnel value.
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Direct response / sales-driven campaigns → Last Click to measure closing ads.
Tip: Start with Data-Driven if available. If not, Position-Based is often the best middle ground.
How to Change Attribution Model in Google Ads
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Go to Tools & Settings → Conversions.
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Select the conversion action you want to edit.
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Click Edit settings.
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Under Attribution model, choose your preferred option.
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Save changes.
Conclusion
Attribution models shape the way you see campaign performance. By testing different models, you’ll uncover which ads truly drive awareness, consideration, and conversions. Start with Data-Driven if possible, but don’t be afraid to experiment — the right model can transform how you allocate budget and scale your campaigns.