Your customer is considering their reports and notices that Search Ads 360 is using a previously generated basic linear attribution model to track conversions instead of the data-driven attribution model they set up last week. Why might Search Ads 360 be defaulting to the previous model?

Search Ads 360 may be reverting to the previously used basic linear attribution model instead of the newly configured data-driven attribution model because the account doesn’t yet meet the minimum required volume of clicks and conversions for data-driven attribution to function properly.

• The data-driven attribution model hasn’t collected enough data yet
• Data-driven models can’t be used with conversions
• The new model replaced the wrong attribution setting
• Attribution models update every 30 days only

Explanation:

Search Ads 360 needs a minimum amount of conversion data to activate a data-driven attribution model.
If this threshold isn’t met, it continues using the last valid model — in this case, the linear model.
This ensures accurate reporting until the new model is ready.
Once enough data is collected, the platform will switch to the data-driven model automatically.