There are two attribution models available on Google Ads and Google Analytics 4 which can be used to better understand your audience and your search terms.
Data-driven attribution model
The data-driven model distributes credit for the conversion based on available data for each conversion event. It's now the default attribution model on Google Ads.
Each data-driven model is unique to the individual advertiser and each conversion event, and it utilises your account's data to calculate the contribution of each click interaction.
Google uses machine learning algorithms to determine how different touchpoints affect conversion outcomes. This takes into account factors such as time from conversion, device type, and number of ad interactions.
The model then contrasts what happened with what could have happened, informing you with data-driven insights about which touchpoints are the most likely to drive conversions.
Last click model
Your other option is the last click attribution model, which is simpler than data-driven attribution.
The last click model ignores direct traffic and attributes the entire conversion value to the final channel a customer clicked through before converting.
