Last click credits the final ad interaction; data-driven attribution distributes credit across eligible interactions, which can shift reported CPA without adding a single lead. I'd much prefer we compare both models against CRM-qualified lead volume this week before treating redistributed conversion credit as improved performance.
Analysis by Ryan Sappington, founder of Scaled Advertising, a paid media agency for B2C big-ticket lead generation across Google Ads, Microsoft Ads, and Meta.
What was published
Google Ads Attribution Models Explained: Last Click vs. Data-Driven
Find out the best way to determine how Google Ads are attributing to your bottom line. The post Google Ads Attribution Models Explained: Last Click vs. Data-Driven appeared first on WordStream .
Read the original on WordStreamWhat we'd do about it
Changes like this show up in cost per qualified lead before they show up in the interface. Audit the affected campaigns this week: search terms, conversion actions tied to real PII capture, ad relevance, and landing page speed. Then decide whether spend can scale rather than assuming it can. We do exactly that work for clients as part of our paid media management.
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