Google this month updated the attribution report in Google Ads. The name is also changed from Search Attribution to Attribution which means reporting is limited to Google ads universe. This new update streamlines the reporting. Google in its blog said,
“ The new experience can help you quickly understand how customers interact with your marketing throughout the purchase cycle, making it easy for you to take action in the areas that are driving results.”
Along with the overview report, attribution reports in Google Ads include top paths, path metrics, assisted conversions, and model comparison.
The revamped overview report helps advertisers to visualize the customers’ path to conversion. You can note the percentage of customer conversions after multiple clicks on your ads. Device analysis shows customer conversion from more than one device.
Charles Huyi, Product Manager, Google Ads in the announcement said,
“Every business is different, so reports cover a range of insights – from the most common sequences of ad interactions leading up to a conversion, to how much credit is assigned to each interaction along the way,”
The model comparison report helps advertisers to compare cost per conversion and return on ad spend for different attribution models such as last click, rule-based and data-driven attribution.
Google Ads offers several attribution models like the last click, first click, linear, time decay, position-based and data-driven.
The streamlined reports make it easy to navigate but you may not find the same things as in the old reports. In order to access attribution reports in Google ads, click on the Tools icon in the upper right, under Measurement, select Attribution.
