Ask How does Google Ads decide whether to attribute a conversion to a Performance Max campaign?

[Dean101]

It considers signals like clicks, engaged views on YouTube, and interactions across Search, Display, Discover, Gmail, and Maps. The system uses machine learning to assign fractional credit, not just last-click, based on observed contribution to the final conversion. Conversion tracking tags, such as the Google tag and enhanced conversions, feed this data back into attribution models. Query logs show a user journey across channels, where every touchpoint is recorded and weighted. Over time, this helps Google refine which campaign actually influenced the conversion most accurately.

 

[Anthony Joshua]

Traffic is simply the number of people visiting your website or page. It shows how many eyes you are getting, but it does not tell you what those people are doing. Conversions, on the other hand, are the actions people take, like signing up, buying, or clicking a button.