Search Ads 360 might start defaulting to a previously generated basic linear attribution model instead of using the data-driven model set up last week because the number of clicks and conversions falls below the data requirements.
- Because there are too many keywords included in the bid strategy.
- Because the model was created during the bid strategies learning period.
- Because historical data is transferring to the new model created.
- Because the number of clicks and conversions falls below the data requirements.
The correct answer is: Because the number of clicks and conversions falls below the data requirements
Explanation: In instances where the weekly number of clicks and conversions in Search Ads 360 does not meet the minimum data requirements necessary for a data-driven attribution model, the system reverts to using a previously established basic linear model. This situation can occur if Search Ads 360 hasn’t been able to generate a new data-driven model within the past 30 days due to insufficient data. In such cases, the basic linear model is applied as a temporary measure. The system then schedules to retry updating the attribution model in the following week, once more data becomes available. This mechanism ensures continuity in tracking and attributing conversions, even when the preferred data-driven approach is not feasible due to data limitations.
Chapter 17: Use Data-Driven Attribution in Search Ads 360