Why it happens
Data-driven moves credit off the last click
Data-driven moves credit off the last click
Brand and exact-match campaigns lose some credit to the generic and broad clicks that came first. Fractional conversions appear.
Different models in GA4 and Google Ads
GA4 key events imported into Google Ads keep their GA4 model and settings, which can differ from the Google Ads tag actions beside them.
Model changes are not retroactive in bidding
Switching models changes reported conversions for past dates in some columns, but Smart Bidding learns from the new numbers going forward.
How to line them up, step by step
Find the model
In Google Ads go to Goals, then Conversions, then Summary, click a conversion action, then Edit settings, and read Attribution model.
Compare before you switch
Open Goals, then Measurement, then Attribution, then Model comparison, and compare data-driven with last click by campaign.
Switch and give bidding time
Change the model, save, and let Smart Bidding run at least one conversion cycle before judging the result.
Steps checked against Google Ads Help: About attribution models; Google Ads Help: About data-driven attribution; Google Ads Help: Model comparison report.
Sprites diagnoses this
Sprites diagnoses it
Sprites shows which conversion actions each campaign bids on and how its conversions compare with GA4.
What Sprites does
- Reads which conversion actions each campaign optimizes toward, including inherited account goals.
- Splits Google Ads conversions by conversion action, beside All conversions.
- Puts Google Ads conversions next to GA4 conversions by linked campaign for the same dates.
What it doesn't do
- It does not read or change the attribution model on a conversion action.
- It does not run Google’s model comparison report.
Questions
What attribution models does Google Ads offer?
Data-driven and last click. First click, linear, time decay and position-based were removed in 2023.
Is data-driven attribution better than last click?
For most accounts with Smart Bidding, yes, because it credits the keywords that start journeys. Last click suits very small accounts and simple funnels.
Why do I see fractional conversions?
Data-driven attribution splits one conversion across several ad interactions, so a campaign can be credited 0.4 of a conversion.
Does the attribution model affect Smart Bidding?
Yes. Smart Bidding optimizes on the conversions the model credits to each click, so changing the model changes what it bids up.
See where it breaks
Connect your accounts. Sprites reads them side by side and shows you exactly where the numbers split.