What does the ads-preferred attribution model do?

• A. Distributes credit evenly across all channels that touched the user
• B. Assigns credit based on time decay across channels
• C. Attributes 100% of the conversion to the last Google Ads channel clicked before conversion
• D. Attributes credit to the first Google Ads click

Answer: (C)

This model focuses on Google Ads interactions and gives full credit to the final Google Ads click before the conversion. In practice, if a user touches multiple channels and finishes with a Google Ads click, that last Google Ads interaction gets 100% of the conversion credit, regardless of earlier touches. If there are several Google Ads clicks, the most recent one before conversion is the one that receives the credit.

This is different from distributing credit across all touches, a time-decay approach, or crediting the first Google Ads click. Those approaches spread or assign credit differently, but the ads-preferred model assigns all credit to the last Google Ads click.