Google is launching some new changes to their attribution reports to make understanding insights simpler and more intuitive going forward. In this article, I will take you through the changes to the Google Ads Attribution Reports.
Attribution within Google Ads will give you specific information about how people are led to become conversions for your business. The reports will cover a wide range of information, including the most common sequence of ads that led to a conversion, to how much they believe each interaction had an impact.
This brand new interface will help you to understand how your audience is interacting with your ads throughout the buying process. From there, you can use this information to tweak your campaign to increase conversions and overall return on investment.
The available attribution reports will now include:
- Top Paths
- Path Metrics
- Assisted Conversions
- Model Comparison
On the improved overview page, you will be able to see how your customers have travelled to your site. The percentage of customers who clicked on your ads a number of times before converting will be available and you will also be able to see, for example, how many customers engaged with your ads on more than one device.
Model Comparison will enable you to compare your CPC with the return on ad spend for a variety of attribution models, including last click, rules-based, and data-driven attribution.
You can locate the new attribution reports by clicking the tools icon on the top right within Google Ads, then click measurement and attribution.
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