Conversions in Google Ads display in decimal parts
In many cases, more than one click takes place before a conversion occurs. This is not an error - the conversion value is due to the attribution model set in your Google account.
For example, there were 4 clicks before a conversion occurred, and only the fourth click led to a conversion. If a linear attribution model is set in your account, then each of those clicks gets .25 (1/4) of a conversion.
Decimal parts of conversions means that your account is NOT set to the last click attribution model. Changing the attribution model may cause conversions to be whole numbers.
We recommend reading Google's documentation and description of available attribution models. With knowledge of the available attribution models, you will be able to configure your account in the optimal way for your eCommerce business.
What are the attribution models in Google Ads?
On the path to conversion, customers may interact with multiple ads from the same advertiser. Attribution models allow you to choose how many points for conversions each interaction with an ad will receive.
Attribution models provide a better understanding of ad performance and help optimize conversion paths.
Google Ads currently offers several attribution models
Last click
Attributes all conversion points to the last ad clicked and the corresponding keyword.
First click
Attributes all conversion points to the first ad clicked and the corresponding keyword.
Linear
Evenly distributes conversion points to all interactions with ads in the path.
Distributed over time
Awards more points to ad interactions that occurred closer to the conversion. Credit is distributed using a 7-day half-life. In other words, an ad interaction 8 days before conversion receives half as many points as an ad interaction 1 day before conversion.
Position-based
Awards 40% of the points to both the first and last ad interactions and their corresponding keywords, with the remaining 20% spread across the remaining ad interactions in the path.
Data-driven
Awards points for a conversion based on previous data for that conversion action. It differs from other models in that it uses account data to calculate the actual contribution of each interaction on the conversion path. The "Data-driven" model is the default attribution model for most conversion actions.
Note: Attribution models: first-click, linear, time decomposition and position-based will be phased out as of August 2023. For more information: https: //support.google.com/goo....
Formore on available attribution models, see Google's documentation: https://support.google.com/goo....
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