On the path to conversion, customers may do multiple searches and interact with multiple ads from the same advertiser. Attribution models let you choose how much credit each ad interaction gets for your conversions. - Attribution models can give you a better understanding of how your ads perform and can help you optimize across conversion journeys. - This article describes the various attribution models and how to use them in Google Ads. You'll learn how to set an attribution model for conversion tracking and bidding, and how to compare models with the "Model comparison" attribution report. - Most advertisers measure the success of their online advertising on a "last click" basis. This means they give all the credit for a conversion to the last-clicked ad and corresponding keyword. However, this ignores the other ad interactions customers may have had along the way. - Attribution models give you more control over how much credit each ad interaction gets for your conversions. This allows you to reach customers earlier in the purchase cycle, find opportunities to influence customers earlier on their path to conversion, match your business, use a model that works best for how people search for what you offer, Improve your bidding and optimize your bids based on a better understanding of how your ads perform.