About attribution models.

Google. (2025). About attribution models. Google Ads Help. https://support.google.com/google-ads/answer/6259715

This resource provides an overview of how Google Ads attributes credit across touchpoints in a customer's journey. It details various models, including data-driven attribution, which leverages machine learning. The article explains the transition toward automated systems that reflect complex modern purchasing paths. Understanding these models is critical for marketers to optimize bidding strategies and budget allocation. This guide is a vital reference for measurement strategy alignment.