Attribution · informational
Google Ads Attribution: Models, Windows & Reconciliation
Google Ads can assign conversions according to its own configured conversion actions, attribution settings and available ad interactions.
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The core idea
Discrepancies with analytics or CRM data often come from different event definitions, windows, identities, import delays or source-of-truth rules.
What matters in practice
Document which system owns revenue, which owns ad interactions and how conversions are deduplicated.
Decision rule
Reconcile trends and economics at the campaign level rather than expecting exact dashboard parity.
Tracking principle: Define the business outcome first, then choose the measurement method and software. A sophisticated dashboard cannot repair unclear event definitions or inconsistent campaign naming.