Google Ads Attribution Reports Get A New Look | GK Web Agency
GK Web Agency
Last Update
11 March 2020
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Google Ads Attribution Reports Get A New Look

Google said on Twitter “Attribution reports in Google Ads have a new look. The new experience will help you quickly understand how your customers interact with your marketing throughout the purchase cycle, so you can take action in the areas that are driving results.”

A new look for attribution reports in Google Ads

Attribution in Google Ads (previously known as Search attribution) gives you detailed information about the paths that lead people to convert for your business. 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.

To make it easier for you to uncover these insights going forward, we’re launching a new experience in Google Ads that features a simplified and intuitive set of attribution reports.

Get to the most important insights, faster

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. We’ve combined some reports and removed others to help you get the most important insights, faster. Starting today, available attribution reports in Google Ads include:

  • Overview
  • Top paths
  • Path metrics
  • Assisted conversions
  • Model comparison

The revamped overview page helps you better visualize your customers’ paths to conversion. For example, you can see the percentage of customers who converted after multiple clicks on your ads. You’ll also be able to see the percentage of customers who engaged with your ads on each device, and who did so using more than one device.

Model comparison helps you compare your cost per conversion and return on ad spend for different attribution models, such as last click, rules-based, and data-driven attribution.

Attribution reports can be found in Google Ads by clicking the tools icon in the upper right. Then, under Measurement, select Attribution.

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