The two models in Google Ads
- Default for most conversions
- Splits credit across ad clicks
- Uses your account's own data
- Shows which early ads help
- Credit goes to the final click
- Simple and easy to explain
- Ignores earlier ads
- Often favors brand searches
Google removed the first click, linear, time decay and position-based models from Google Ads and Google Analytics 4 in 2023. Conversion actions that used them moved to data-driven attribution.
Why tools disagree
Each platform credits itself. Google Ads only sees Google ad clicks. Meta counts conversions after its own ads. Google Analytics compares all channels, including organic search and email. Add up each platform's numbers and you often get more conversions than really happened.
A practical view
- Use each platform's numbers to optimize inside that platform.
- Use your CRM or Analytics to compare channels.
- Count total leads and sales as the final truth.
- Look at trends, not one week's split of credit.
Good example. A home builder sees Meta claim 30 leads and Google 50, while the CRM shows 65. It judges each channel by the change in total leads.
Bad example. A home builder adds every platform's numbers together and believes it got 80 leads. It raises budgets based on leads that never existed.
Read first click vs last click attribution. Our PPC management reports leads against your CRM.