Google Ads Significantly Streamlines Attribution Reporting

Attribution reporting Google Ads is changing, as well as the name. According to the announcement by Google, the name is from Search attribution to just Attribution. The update will streamline the reporting.

Here is what it started out as:

It is going to look like this from now on:

The cards on the update Overview page in Attribution has a new look, which can be found in the Tools & Settings dropdown in the Google Ads UI. The cards show Path analysis indicating the share of conversions that had multiple interactions -Model comparison comparing three attribution models; and a list of Top assisting campaigns.

“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,” said Charles Huyi, Product Manager, Google Ads in the announcement.

The streamlining seems to be coming with some loss of granularity. For example, you can see the topline device contributions in the Device analysis card on the overview, but if you click it, it takes you to the Top Paths report which doesn’t have and device detail.

There aren’t any more chart views, which allows you to see things over time.

SourceGinny Marvin

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