Soon, assign whatever attribution model you want for each conversion type in AdWords

Soon, you’ll be able to assign an attribution model for each conversion type you’ve set up in AdWords. It’s a big change that means last-click will no longer be the default mode of assigning conversion credit in AdWords. Google also announced it is bringing its data-driven attribution model — currently in beta — to AdWords. Later this month, a new drop-down will become available in Conversion settings in AdWords for assigning one of the six attribution models to a conversion. The attribution models are only available for Search campaigns. The data-driven attribution model launched in 2013 and has been available in DoubleClick and Attribution 360 and Analytics 360. The model uses machine learning to assign credit for each interaction along a conversion path. Google says it “considers the number of ad interactions, order of exposure, ad creative, and many other factors to determine which keywords and clicks are the most effective at driving results.” However, the data-driven attribution model will only be available to high-volume Search Engine Land Source

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