Attribution Models in Google Ads (Data-Driven vs. Last Click)
Google Ads only supports two ways of crediting a conversion now, and one is the default for most advertisers.
What it means
Google Ads now supports only two attribution models: data-driven, which uses your account's own data to work out the actual contribution of each ad interaction along the path to a conversion, and last click, which gives all the credit to the last ad clicked. Data-driven is the default for most conversion actions. Older models like first-click, linear, time-decay, and position-based are no longer supported — any conversion action that used one has been automatically upgraded to data-driven.
Why it matters
If your reporting or bidding suddenly looks different than it used to, an automatic move from an older model to data-driven attribution is a possible reason, not a sign of a tracking problem.
ask datanephew
Why does my conversion credit look different than it used to?
Ask datanephew which attribution model your conversion actions are using. If an older model was retired and auto-upgraded to data-driven, that alone can shift which campaigns or keywords get credit.