Splendid. We always welcome new product releases from Google Ads because they usually increase productivity, enhance accuracy or provide new functionality to get our teeth into and this is no different.
Google Ads is currently launching a new set of attribution reports which are simpler and far easier to use. In the past, ‘search attribution’ reports were a vital part of tracking the productivity of Google Ads campaigns as they included information about paths that lead to a conversion.
Google Ads is now combining some of the previous attribution reports and removing others. The latest version includes the following.
Typical birds-eye view of conversion paths
- Top paths
The most frequently paths users take to complete a conversion
- Path metrics
The paths will be broken down by your audience’s device usage e.g. Mobile, tablet and desktop.
- Assisted Conversions
All conversions assisted by clicks other than the last click.
- Model comparison
This compares two different attribution models, side-by-side.
With this release, the new overview page visualizes the customer journey. Here you can discover metrics including the percentage of customers who converted after multiple ad clicks and how many of those customers engage with the ads on multiple devices.
The new model comparison report is designed to assist advertisers compare CPC or Cost per Conversion and ROI on ad spend for different attribution models. The attribution models served up by Google Ads include last click, first click, linear, time decay, position based and data-driven attribution.
The new reports are gradually making an appearance across every marketeers Google Ads dashboard and if you’re fortunate enough to be granted access, you can access it by clicking on tools & settings (the wrench icon, top-right). Click on Measurement then you’ll see Attribution. Bravo!