Google Ads Attribution Ignores Late-Uploaded Offline Conversions
A discrepancy has been found in Google Ads attribution, where offline conversions uploaded more than seven days after an event are ignored by the data-driven attribution model. This means that advertisers may see different numbers for their conversions depending on whether they look at standard reporting columns or attribution reports.
The issue is due to a processing rule documented in the Google Ads Help Center, which states that offline conversions uploaded more than seven days after an event are bypassed by the attribution modeling calculations. However, standard reports operate without this restriction and retroactively record uploaded offline conversions regardless of when they arrive.
According to Google, keeping offline conversion upload latency below seven days allows the modeling engine to incorporate those offline journeys into daily calculation suites, maintaining model accuracy and supporting automated bidding efficiency.