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 that they set up last week. Why might Search Ads 360 be defaulting to the previous model?

Search Ads 360's data-driven attribution (DDA) model requires a significant amount of data to accurately assign credit to touchpoints. If the number of clicks and conversions for a specific floodlight activity falls below the minimum data requirements (typically 15,000 clicks and 600 conversions within a 30-day period), Search Ads 360 will default to a basic linear attribution model. This ensures that attribution is still applied, even if the DDA model cannot be reliably built. Historical data transfer is not a reason for defaulting, nor is the timing of model creation relative to a bid strategy's learning period. The number of keywords in a bid strategy does not directly impact the data requirements for an attribution model.