Sometimes, if you have tried the installation script more than once, you can have some undesired behavior. Like some said before, you are possibly trying to go forward with the wrong certificates. Also, some of these services were actually created on previous installation attempts.
Here is what I think should help you get through.
Clean your workspace
Make sure ASP.NET 4.7 is enabled for development in IIS server in Windows features. All the below highlighted features should be checked.
For more details, you can check out this post: https://www.linkedin.com/pulse/sitecore-93-local-installation-raman-gupta/
You will want to refer to the 'Deploy a custom model' documentation for your version. This link is for 10.0: https://doc.sitecore.com/developers/100/sitecore-experience-platform/en/deploy-a-custom-model.html
From the docs, the roles that should be updated are:
All instances of xConnect Collection
All instances of xConnect Collection Search
xConnect Search ...