How is using non-last-click attribution conversions useful for Performance Planner forecasts?
Correct Answer
To allocate budgets that drive incremental conversions
Key takeaways
Last-click credit undervalues upper-funnel campaigns.
Non-last-click attribution lets the forecast value assisting interactions.
The result is budget allocated to where incremental conversions are created.
Why is this the correct answer?
Last-click attribution gives all the credit to the final interaction, which makes upper-funnel activity look worthless and leads to budget being pulled from campaigns that were genuinely contributing. Feeding non-last-click conversions into Performance Planner means the forecast values those assisting interactions, so the budget it recommends goes where incremental conversions are actually created rather than where the last click happened to land.
Why are the other options wrong?
To find growth opportunities regarding device targeting
Device targeting is a separate optimisation. Attribution changes how credit is assigned across touchpoints, not which device performs best.
To take advantage of seasonal trends throughout the year
Seasonality is handled by the forecast's own time modelling rather than by the attribution setting.
To identify the most profitable location targeting
Location performance is its own analysis. Attribution is about credit across the journey, not across geography.
Frequently asked questions about this topic
Which attribution model should I use?
Data-driven attribution where it is available, since it assigns credit from your own conversion paths rather than a fixed rule. The important part is choosing something other than last click if any of your campaigns work above the final interaction.
Topics in this question
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
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