An advertiser is comparing a data-driven attribution (DDA) model to a standard last-click model and notices the generic campaign shows a 7.8% uplift in conversions. What should be their next step to capitalize on this insight?

A higher lift under data-driven attribution shows that the generic campaign contributes more across the conversion path than last-click attribution reports. In Search Ads 360 , data-driven attribution uses conversion-path data to distribute credit across interactions, which helps identify where spend is undervalued in last-click reporting. That added credit should be translated into optimization decisions so the campaign can compete more effectively where incremental conversions are being influenced. The correct action is to reallocate bidding and budget pressure toward the generic terms receiving stronger measured contribution, rather than treating the uplift as a reporting-only change. Google Help+2Google Help+2