Understanding Google Ads Attribution and Conversion Tracking

Here at Talking Stick Digital, we believe data-driven growth isn’t optional, it’s essential. One of the most overlooked tools for truly understanding campaign impact is the Attribution Tab in Google Ads. In this expanded guide, we’ll explore how adding clarity to your conversion strategy can be the difference between a good account and a great one.

Why Attribution Still Matters 

Your campaigns are more complex than ever.

Today’s buyer paths include generic search, display, video, brand search, remarketing – even offline conversions, so it’s easy to get overwhelmed when trying to understand a campaigns impact in the user journey.  Attribution helps you assign the right “credit” across all those touchpoints, because poorly attributed conversion data leads to misallocation of budget and missed opportunities.

Most Known Attribution Models 

It’s important to understand how conversions can be attributed to touchpoints and how the main models differ:

First Click Attribution

Total conversion credit is assigned to the first touchpoint used in the conversion journey. For example, in the following conversion path, on first click attribution, 100% of the conversion would be attributed to the prospecting YouTube campaign.

 Conversion path:

Prospecting YouTube >> Brand Search >> Remarketing Display >> Conversion

Last Click Attribution

Total conversion credit is assigned to the last touchpoint a user clicks on before converting. For example, in the above conversion path, our remarketing display ad would receive 100% of the conversion.

Time Decay Attribution 

Conversion credit is split and weighted by the order of channels used before conversion. For example, using the above conversion path, the least amount of credit would be assigned to the prospecting YouTube campaign and the most assigned to our remarketing display campaign.

The model now most widely used is Data-Driven Attribution (DDA).

Data Driven Attribution Deep Dive

 Google’s recommended default attribution model has officially shifted to Data-Driven Attribution – automatically applied on new conversion actions as of mid-2025.

DDA uses machine learning to handle nuanced conversion paths as accurately and compliantly as possible – here’s what you need to know about it:

• Instead of allocating all conversion credit to the first or last clicked touchpoint, the conversion is chopped up and assigned based on the value each touchpoint provides within the conversion journey.
• It needs sufficient conversion volume but delivers more realistic insights – especially when compared to last-click.
• Showcases the value in early-funnel efforts.

Attribution Tab Walkthrough

So, as trailblazing digital marketers, let’s look at how we can use the attribution tab in GA4 to our advantage…

1. Conversion Paths

This section allows advertisers to see the sequential user journeys, from generic search, to remarketing, to brand terms.

For example: Generic Search >> Display Remarketing >> Brand Search >> Conversion

The visibility of this conversion path reveals how awareness efforts support lower-funnel conversions.

2. Path Metrics

This section tracks time lag and number of touchpoints, it is ideal for understanding how long users take before converting – especially valuable in longer-sales-cycle industries such as travel.

3. Assisted Conversions

These are the unsung heroes of your funnel. This section of the Attribution Tab showcases campaigns/keywords that have featured in the path to conversion – identifying areas that may not see a lot of direct conversion but may assist in many and are therefore worth keeping live. This is often the case for awareness campaigns and gives advertisers a strong argument to keep investing in top of funnel.

4. Model Comparison Tool

The Attribution Tab boasts the ability to compare Last Click vs DDA vs other models.

You’ll often uncover hidden upper-funnel value that last-click was ignoring and DDA may be under valuing.

So, whilst the Attribution Tab is super important and hugely beneficial for demonstrating value at all stages of the journey to conversion, for attribution to be used accurately, your tracking must also be top tier. Better tracking = more accuracy. Let’s look at the tracking features you should have in place in your Google Ads account to maximise efficiency and performance by accurately measuring success.

Advanced Tracking to Boost Attribution

1. Enhanced Conversions – Improves conversion rates by supplementing existing conversion tags with hashed customer data (email/phone). This data is matched with signed-in Google users to attribute conversions more accurately across devices and browsers.
2. Server-Side Tagging (SST) – Without getting too technical here, traditional tracking tags are fired from the browser when someone visits a website – this is called client-side tagging. With server-side tagging those tags are instead triggered from your server (or cloud environment) giving you more control, better data quality, improved user privacy and reduces data loss from browsers/ad blockers etc.
3. Consent Mode Version 2 (CMV2) – Is an upgraded version of Google’s Consent Mode and is required in the EU to be compliant with the Digital Markets Act. It helps advertisers respect user privacy choices such as cookie consent whilst still maintaining some level of conversion tracking for Google Ads and GA4 – even when users decline cookies. Having CMV2 in place allows for conversions to be modelled when a user declines consent.
4. Offline Conversion Tracking – Bridges the gap between online ads and real-world outcomes via GCLIDs (Google Click IDs). Again, a rather technical form of tracking but essentially when a user clicks on an ad and their data is captured in a form submission for example, the GCLID is also captured here and stored with the users’ details in the brands CRM. If that user goes onto convert these details are then plugged back into Google Ads, the GCLID is then matched to the campaign resulting in the conversion (and in some cases revenue) being accurately attributed.
5. Profit on Ad Spend (POAS) – Refocuses bidding on profit rather than revenue for more accurate reflection of business value. This helps marketers allocate budget towards actual profitability, not just top line revenue. Google Ads doesn’t have a native POAS column yet, but you can send profit data via enhanced conversions or offline conversions, use conversion values that are already net profit (instead of revenue), calculate POAS manually or create your own column in Google Ads and feed data back into smart bidding by using value-based bidding strategies.

These tactics supercharge attribution, making your insights more reliable and your Smart Bidding far smarter.

 How We Work with Attribution at Talking Stick Digital

We don’t just read reports – we actively shape strategy based on them, leading to strong results and happy clients. This is how we go about reviewing an account with attribution and conversion tracking in mind:

1. Audit the account for tracking quality e.g. enhanced conversions, SST, offline conversion tracking.
2. Ensure Data-Driven Attribution is enabled and compare it to last click through model comparison.
3. Spot value in upper-funnel keywords and channels using assisted conversions.
4. Align bidding strategies: employ POAS where margins matter, segment new vs. returning users as they perform differently when viewing across attribution models.

In conclusion, attribution isn’t just a report – it’s an advertisers mindset shift. By employing DDA, advanced tracking, and thoughtful optimisation, you gain:

• Clarity on why conversions happened
• Confidence to invest in awareness, not just last-click
• Stronger ROAS through smarter bidding (TROAS >> TPOAS)
• Better decision-making via robust, clean data

Want help unravelling your own conversion paths or implementing these advanced tracking tools? Get in touch or request a free audit. Great attribution isn’t just nice-to-have – it’s what separates good from great.