Search Ads 360 might be defaulting to the previously generated basic linear attribution model for tracking conversions, as opposed to the data-driven attribution model set up last week, because 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.
- The number of clicks and conversions falls below the data requirements.
The correct answer is: The number of clicks and conversions falls below the data requirements
Explanation: In situations where the weekly count of clicks and conversions does not meet the minimum threshold needed for a data-driven attribution model, Search Ads 360 reverts to utilizing a basic linear model that was generated previously. This occurs if the platform has not successfully generated a data-driven model in the last 30 days due to insufficient data. In such cases, Search Ads 360 temporarily applies the basic linear model and plans to retry updating to the data-driven model the following week, once additional data is available. This approach ensures that there is always an active attribution model in place, even when the preferred data-driven model cannot be supported due to limited data.
Chapter 17: Use Data-Driven Attribution in Search Ads 360