Skip to content
← PPC Dictionary

Attribution

Attribution is a rule or model assigning recorded value to interactions on a conversion path.

One purchase, several interactions

  1. Example · ad visit
  2. Return visit
  3. Purchase
  4. Credit under the chosen model
Illustrative journey without invented percentages. Models allocate value differently; attribution does not establish causality.

How it works

Compare reports using compatible models, windows and goals; assigned value does not prove causation.

Example

Example: One purchase can receive different credit allocations under different models.

Common mistakes

Do not add incompatible reported conversions as unique sales.

How can you check this in practice?

Inspect the model for the specific conversion action, window and channel scope. Google Ads supports data-driven and last-click models; historical models may no longer be available. Compare reports using identical rules and allow for delayed actions.

Distinctions and limitations

Attribution allocates credit across interactions but does not establish which sales would not occur without advertising. That is an incrementality question. Different platforms may each claim the same purchase.

Different models

Last click assigns credit under rules for the final eligible interaction. Data-driven uses the platform's model for allocation. Do not invent equal percentages across steps or present discontinued models as current options.

Multiple-visit example

Someone sees an ad, visits and buys later after another interaction. Credit depends on model and window. This describes a reporting relationship, not proof that the first visit caused the purchase.

Official sources

Editorial responsibility: Biser Bozhinov · PPC Specialist

Updated: 05/11/2026

For a correction or question: office@z-consult.bg