How do I change the attribution model?

In the current Google Ads interface, you are generally choosing between two options: Data-Driven Attribution (DDA) and Last Click.

Step-by-Step Instructions

Open Goals: Click the Goals icon (bullseye) in the left navigation menu.
Summary Page: Under Conversions, click Summary.
Select Action: Click the name of the specific Conversion Action you want to edit.
Edit Settings: Scroll to the bottom of the page and click Edit settings.

Change Model: Click the Attribution model section.Use the dropdown to select your preferred model.

Data-driven (Recommended): Uses AI to analyze all touchpoints and distribute credit based on actual contribution.
Last click: Gives 100% of the credit to the very last ad clicked before the conversion.

Save: Click Save and then click Done.

The “Sunsetted” Models

A crucial note for your technical writing: As of late 2023/2024, Google officially retired First Click, Linear, Time Decay, and Position-Based models.

If a user was on a retired model: Google automatically migrated them to Data-Driven Attribution.
Why the change? Google argues that static rules don’t reflect the complexity of modern, multi-device customer journeys.

Comparison: DDA vs. Last Click

Feature	Data-Driven (DDA)	Last Click
Credit Distribution	Fractional (e.g., 0.4 conversions)	Whole (1.0 conversion)
Bidding Advantage	Helps Smart Bidding “see” assists	Only optimizes for the “closer”
Complexity	High (AI-based calculation)	Low (Simple to explain)
Best For	PMax and complex funnel campaigns	Very short/direct sales cycles

The “Fractional” Surprise

Note: Once you switch to DDA, you will start seeing decimals in your conversion columns (e.g., 12.45 conversions).This is normal! It means the “credit” for one sale was split across different keywords or campaigns that helped the user along their journey.

How to Test Before You Switch

Before changing the model, you should use the Model Comparison Tool:

Go to Goals > Measurement > Attribution.
Click Model comparison in the sidebar.
Select “Last Click” on the left and “Data-driven” on the right.
The Insight: This shows exactly how your “Cost per Conversion” would change if you switched, allowing you to see which campaigns are “hidden heroes” that assist in sales but don’t get the final click.

Last Updated 2nd February 2026.

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