Google Ads is an online advertising and marketing platform where companies pay to show fast advertisements, listings of business items, videos, photographs, and other traffic-generating content.
It works on the bid policy of the advertiser on those keywords as seen in Google’s SERPs for their shareable advertisements. That’s how Google is making money from its search results as advertisers have to pay Google for clicks.
A new collection of attribution reports is being rolled out by Google Advertising, which is claimed to be easier and more insightful. The latest ones would simply be named ‘attribution’ reports, formerly defined as ‘search attribution’ reports.
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.”
These reports are critical to monitor the Google Ads campaign’s success as they provide insight into the paths leading to a conversion.
Also Read: Google’s New Responsive Search Ads
New Look for Attribution Reports in Google Ads leads to the most essential insights
The new experience will allow you to easily understand how consumers communicate during the purchase process with your marketing, making it possible for you to take action in the areas that drive results. To enable you to get the most valuable perspectives, Google has consolidated some reports and omitted others, faster. In Google Ads, today accessible attribution reports contain:
- Overview: A view of the conversion paths at a high level.
- Top paths: Customers take the most common paths to achieve a conversion.
- Path metrics: tracks broken down by devices (desktop, tablet, mobile) of your audience.
- Assisted conversions: All conversions that are supported by clicks other than the last click.
- Model comparison: contrast two separate side-by-side attribution models.
The updated overview page lets you understand the paths of conversion for your customers in an easy way. With this update, you are now able to see the percentage of customers who transformed into your ads after several clicks. You can also see the percentage of customers who used more than one device to connect with your ads.
How this can affect us?
The streamlining makes it easy to manage, but in Google Ads attribution reporting, you do not see what you used to do. For now, by clicking on the “Return to previous reports” icon just below the Tools menu, you can still return to the old reporting.
The dropping of “Search” from the attribution reporting is also noteworthy. This also implies that attribution reporting is confined to the world of Google Advertising, that highlights not only the scope of choices outside of Search, but the highly automated distribution of advertisements through the Display Network, YouTube, Discover, and Gmail with the latest types of promotions from Google. That said, there’s sadly no option to display these channels interactions in any of the attribution reports.
