Microsoft Advertising attribution models and windows
Attribution models determine how conversion credit is distributed across touchpoints. Here is how last-click, multi-touch, and data-driven attribution function in Microsoft Advertising.
How attribution models distribute conversion credit#
Attribution models assign mathematical credit for a conversion across the multiple ad clicks and interactions a prospect undertook before completing a transaction.
As explained in Microsoft Attribution Documentation, 2026, choosing an attribution model directly influences reporting tables and steers automated Smart Bidding algorithms.
Comparing the five primary attribution models#
Microsoft Advertising supports five standardized attribution models across conversion goals:
- Last Click: Gives 100% of the credit to the final ad click prior to conversion (default).
- First Click: Gives 100% of the credit to the initial discovery ad click.
- Linear: Splits conversion credit equally across all recorded touchpoints.
- Time Decay: Gives exponentially more credit to clicks closer in time to the conversion event.
- Data-Driven (DDA): Uses machine learning to calculate fractional credit based on historical conversion uplift as outlined in Microsoft DDA Guide, 2026.
Configuring click-through and view-through windows#
Conversion windows dictate how long after an ad interaction a conversion can be claimed. Microsoft allows click-through windows up to 90 days and view-through windows up to 30 days.
High-ticket B2B cycles require 60 to 90-day click-through windows to capture long multi-stakeholder consideration phases.
How attribution models influence Smart Bidding#
When Data-Driven Attribution is paired with Target CPA or Target ROAS, the algorithm bids up early-stage discovery keywords that consistently initiate high-converting customer journeys.
Consult our Microsoft Ads Hub for measurement and attribution strategy playbooks.
Attribution model comparison and best use cases#
The table below summarizes credit allocation rules and recommended business applications.
| Attribution Model | Credit Distribution | Recommended Business Fit |
|---|---|---|
| Data-Driven (DDA) | Fractional algorithmic weighting | High-volume accounts (300+ conversions/mo) |
| Last Click | 100% to final interaction | Short-cycle transactional e-commerce |
| Time Decay | Weighted towards recent clicks | Promotional campaigns and seasonal sales |
| Linear | Equal split across all clicks | Multi-touch brand consideration funnels |
| First Click | 100% to initial discovery | Top-of-funnel customer acquisition testing |
Frequently asked questions#
What is Data-Driven Attribution (DDA) in Microsoft Ads?
DDA uses machine learning to evaluate all ad interactions across search and native networks, assigning fractional credit based on how much each touchpoint contributed to the conversion.
How long is the maximum conversion window on Microsoft Ads?
Microsoft Advertising supports a maximum click-through conversion window of up to 90 days and a view-through window of up to 30 days.
Can I change the attribution model on an existing conversion goal?
Yes, you can edit your conversion goal settings and switch attribution models without deleting the historical conversion goal.
Does changing attribution models affect Smart Bidding?
Yes, Smart Bidding algorithms immediately begin optimizing towards the credit distribution defined by your newly selected attribution model.
Why is Last Click attribution considered limited?
Last Click attribution ignores early-stage discovery and research clicks, often undervaluing non-brand generic keywords that introduce new buyers to your brand.
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