Your customer sees your ad, doesn't click. Sees it again three days later, clicks, browses, leaves. A week later, they see your email, click, and buy.
Who gets credit? Google Ads? Email? Both? Wrong attribution means wrong budget allocation.
Attribution Models
Last-click: last channel gets 100% credit. First-click: first channel gets credit. Linear: all channels split credit equally. Time-decay: recent channels get more credit. Data-driven: Google's algorithm credits based on patterns.
Stop Losing Money to Inefficient Google Ads
AdTurbo automates daily optimization so you focus on growth. Try free for 7 days — no credit card required.
Start Your Free Trial →Why Attribution Matters
Wrong attribution kills optimization. If Google Ads gets no credit for conversions it enabled, you'll underbid. If it gets credit for conversions it didn't drive, you'll overbid.
Google's Data-Driven Model
Best option if possible. Google analyzes your data and credits channels based on actual contribution patterns. More accurate than manual models.
Implementing Properly
Use Google Analytics 4 (GA4) instead of Universal Analytics. Enable conversion tracking in Google Ads. Use UTM parameters consistently. Track offline conversions if relevant.
Stop Losing Money to Inefficient Google Ads
AdTurbo automates daily optimization so you focus on growth. Try free for 7 days — no credit card required.
Start Your Free Trial →FAQ
Which attribution model is best?
Data-driven if you have enough data. Otherwise, time-decay or linear. Avoid last-click—it undervalues Google Ads.
How much data do I need for data-driven?
At least 400 conversions monthly.
Can I change attribution mid-year?
Yes, but it affects historical reporting. Change during natural quarters or annually.
Should I use GA4 or Google Ads conversion tracking?
Both. GA4 for holistic view. Google Ads tracking for campaign optimization.
