What attribution model should I use?

Cherry Seed

For Google Ads: use data-driven attribution if you have enough conversion volume (400+ conversions in 30 days). For GA4: data-driven is also best if available. For low volume, use last click for simplicity. Most important: choose one model and use it consistently for all decisions.

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Choosing attribution models: Google Ads options: Data-driven (recommended):

Requirements: 400+ conversions per 30 days
Pros: Most accurate, ML-powered
Cons: Needs volume Last click:
Simple, clear
All credit to final click
Good for low volume First click:
Credits discovery
Useful for top-of-funnel focus Linear:
Equal credit across path
Fair but simplistic GA4 options: Data-driven:
Same as Google Ads
Requires volume
Most sophisticated Last click:
Default for many
Simple attribution Decision framework: | Conversions/Month | Google Ads...

Cherry Seed

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