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?

The number of clicks and conversions falls below the data requirements is the correct explanation because data-driven attribution (DDA) models require a significant volume of historical data to accurately calculate the contribution of each touchpoint. If a customer's account does not meet the minimum thresholds for clicks and conversions within a specific lookback window, the system cannot generate a reliable statistical model and will default to a basic model, such as linear attribution, until the requirements are met. This ensures that the attribution data remains statistically sound and actionable, preventing the use of an underpowered or inaccurate custom model before it has enough information to properly learn the user's path to purchase.