Question: Your customer is considering their reports and notices that Search Ads 360 is using a previously generated basic linear attribution model to track conversions instead of the data-driven attribution model they set up last week. Why might Search Ads 360 be defaulting to the previous model?
- The number of clicks and conversions falls below the data requirements.
- Historical data is transferring to the new model created.
- The model was created during the bid strategies learning period.
- There are too many keywords included in the bid strategy.
Explanation
Data-driven attribution requires enough recent interaction and conversion data to generate a reliable model. In Search Ads 360, the model needs a minimum volume of clicks and Floodlight conversions before it can be used for reporting. When the available data falls below those requirements, Search Ads 360 uses a previously generated model. If no recent model is available, it can apply a basic linear model and try again during the next update cycle.
Why the other options are incorrect
Bid strategies learning period may cause model volatility, but it is not the reason Search Ads 360 defaults to a previous model.
Historical data does not cause Search Ads 360 to replace a new model with an older one.
Too many keywords is not listed as a requirement or fallback condition for data-driven attribution.
Source for verification
https://support.google.com/sa360/answer/13657914?hl=en
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