Question: An advertiser is comparing a data-driven attribution (DDA) model to a standard last-click model and notices the generic campaign shows a 7.8% uplift in conversions. What should be their next step to capitalize on this insight?
- Switch back to a last-click model to simplify reporting.
- Decrease the budget for the generic campaign.
- Delete all branded keywords to focus only on generic.
- Adjust targets and budgets to favor the high-performing keywords.
Explanation
A higher lift under data-driven attribution shows that the generic campaign contributes more across the conversion path than last-click attribution reports. In Search Ads 360, data-driven attribution uses conversion-path data to distribute credit across interactions, which helps identify where spend is undervalued in last-click reporting. That added credit should be translated into optimization decisions so the campaign can compete more effectively where incremental conversions are being influenced. The correct action is to reallocate bidding and budget pressure toward the generic terms receiving stronger measured contribution, rather than treating the uplift as a reporting-only change. Google Help+2Google Help+2
Why the other options are incorrect
Delete all branded keywords removes queries that can still play an important role in the conversion path, and data-driven attribution is meant to value contributions across touchpoints, not eliminate one category outright. Google Help+1
Switch back to a last-click model discards the additional path-level insight that data-driven attribution provides for bidding and spend decisions. Google Help+1
Decrease the budget for the generic campaign moves spend away from the area showing stronger attributed contribution, which works against the purpose of using attribution insights to improve efficiency. Google Help+1
Source for verification
https://support.google.com/sa360/answer/13657914
https://support.google.com/sa360/answer/12497063
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