If you realize that Search Ads 360 is defaulting to a basic linear attribution model you previously generated instead of using the data-driven model you set up last week, how might you explain that occurrence?

Search Ads 360's data-driven attribution (DDA) model requires a minimum amount of conversion data to function effectively. If your DDA model is not being applied, it's highly probable that the number of clicks and conversions within the specified lookback window falls below these data requirements. When insufficient data is available, Search Ads 360 will revert to a basic linear attribution model or another default. Historical data transfer is not a reason for DDA model failure. The bid strategy learning period or the number of keywords in a bid strategy do not directly prevent a DDA model from being used if data requirements are met.