In the case of Analytics imported conversions, attribution modeling in Google Ads is a strange construction.

For example, if you use the linear model in Google Ads, it will equally attribute the conversions to all Google Ads search clicks on their paths – but only if the Google Ads search click is the last (non-direct) click preceding the conversion in Google Analytics.

If the last click in Analytics is not a Google Ads click, the conversion won’t be attributed in Google Ads at all.

The Problematic Display

It’s worth to note that the attribution models in Google Ads other than last click work solely for Google search ads clicks.