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:
If Search Ads 360 is using a previously generated basic linear attribution model instead of the data-driven attribution model that was set up last week, several factors could contribute to this behavior. Here are some potential reasons:
- Data-Driven Attribution Model Not Ready:
- Data-driven attribution models in Search Ads 360 require a sufficient amount of historical conversion data to generate accurate insights. If there hasn’t been enough time for the data-driven model to be fully processed and implemented, the system might default to a previously generated model in the interim.
- Model Processing Delay:
- The generation and processing of data-driven attribution models may take some time. If there is a delay in the processing or if the model is still being calculated, the system might use a default model until the new model is ready.
- Changes in Conversion Settings:
- Any recent changes in conversion settings, such as modifications to conversion actions or configurations, could impact the attribution model being used. Verify that the conversion settings align with the intended data-driven attribution model.
- Errors or Issues with Model Generation:
- If there were errors or issues during the generation of the data-driven attribution model, the system might default to a previous model. Check for any error messages or notifications related to the attribution model setup.
- System Default Behavior:
- In some cases, Search Ads 360 may have default behaviors or fallback mechanisms in place to ensure continuity in reporting. If the data-driven model encounters issues, the system might revert to a default model to provide some level of attribution.
To address this issue, consider the following steps:
- Check Data-Driven Model Status:
- Verify the status of the data-driven attribution model in the Search Ads 360 interface. Ensure that the model has been successfully generated and is active.
- Review Conversion Settings:
- Double-check the conversion settings to ensure they align with the intended data-driven attribution model. Confirm that the conversion actions are configured correctly.
- Allow Sufficient Processing Time:
- Data-driven attribution models may take time to process, especially if there is a large amount of historical data. Allow sufficient time for the model to be fully implemented.
- Contact Google Support:
- If the issue persists, consider reaching out to Google Support for assistance. They can provide insights into any platform-wide changes, help troubleshoot issues, or provide guidance on resolving attribution model discrepancies.
Keep in mind that platforms and features may evolve, so it’s advisable to refer to the latest documentation or contact Google Support for the most up-to-date guidance on attribution models in Search Ads 360.