How to Manually Opt Out of Google Ads DDA (Data Driven Attribution)

If you manage Google Ad accounts, you may have been frustrated recently to have received an email from Google titled “Your conversions will start using data-driven attribution on or after 8/24/22”.

We’re going to tell you how to manually stop this from happening.

How to Manually Stop DDA from Being Applied

1. Within Google ads, select the ad account you want to address, top left (if you only have a single ad account then it should default to that one when you go to ads.google.com
2. Top right click Tools > Measurement > attribution
3. On the left click “Switch to DDA”
4. On the right you will see each conversion action you’ve set up. Beside each you will see a ‘switch now’ link which will switch it automatically to DDA. On conversion actions that are going to switch automatically to data-driven attribution, you will see a second link beside it saying ‘opt-out’. Click that and approve any additional steps.

Then you should be done until they try to impose another future change on you!

Brief Overview

The email says:

We’re reaching out because one or more of your conversion actions is a strong candidate for data-driven attribution. Unless you take further action by 8/24/22, we’ll switch your model.

So that data attribution model that you most likely intentionally did not choose, will be automatically applied to your accounts if you do not take action. Towards the bottom of the email Google includes a link you can click to opt out of this update. Unfortunately if you manage more than one Google Ad account, it seems this link will not work and you’re left with no answers as to how to stop this forced change.

We called Google to try and get an answer, but the support rep had not heard of this change and didn’t know what to do so after waiting a half hour or so on the line, he had to create a case and escalate the issue. Finally we got ahold of someone who did know what to do and here it is.

Hopefully this post helps someone. Please let us know in the comments if it did or if you have any questions. We’ll try to answer them.