As you probably know by now, Google doesn’t like to stand still. When it comes to the search engine giant, they are always tweaking things, making changes on a sometimes hourly basis, all with the aim of making their search engine a better, more efficient service. So it should come as no surprise that they have now announced another new change – this time all around the reports it can generate for Google Ads. But what does that look like, and what will it mean for your Ads campaigns?


What Will Change?

Google’s latest big change isn’t something you will see at the front of the search engine – it’s much more of a ‘back end’ development. This time, the folks at Google have been focussing on how to improve the experience for their advertisers, making it easier for them to see where they are making the most Roi, and where their campaigns are being the most successful. This includes introducing new reports, removing some older ones and combining others to create a new way of reporting, designed to be more intuitive and put the user in control of their data.

Previously, this function was known as ‘search attribution’ reports, and included a limited set of functionality to give you a basic overview of your success, without the granular detail some users craved. These new reports will simply be called ‘attribution’ reports, and will  go into much more detail at every level, as well as opening up new data for you to review and use. These reports are vital to tracking the success of your Google Ads, and the latest updates provide you with some of the most useful information yet – the paths that lead to a conversion. So as well as the old reports that show you how many people converted from your ad, you will be able to see exactly what steps led them there – and so will be able to replicate your most successful campaigns step by step.


The New Reports

  • Overview Reports: A high-level view of conversion paths. This new page allows you to visualise the customer journey from beginning to end, and provides all sorts of useful metrics for you – like the percentage of customers who converted after multiple ad clicks, or how many of those customers engaged with your ads on multiple devices. 

  • Top Paths: Allows you to see the most common path customs take to complete a conversion, so that you can replicate it in future campaigns.

  • Path Metrics: Paths broken down by your audience’s devices (desktop, tablet, mobile), allowing you to optimise future ads based on customer use.


  • Assisted Conversions: All conversions assisted by clicks other than the last click.


  • Model Comparison: Compare two different attribution models side by side. This is designed to help you compare the cost per conversion on different ads, and allows you to see where your best returns are for different attribution models. You can then chose from different models to compare, including last click, first click, linear, time decay, position-based and data-driven.



How Will This Impact You?

Overall? The new reports simply give you access to more information in a much simpler format. If you use this information properly, you can dramatically increase the success of your campaigns, and so your ROI. Information is your most powerful weapon when it comes to advertising on Google – the more you know about your audience and how they interact with your brand, website and ad, the better tailored you can make future campaigns and the more success you will see. These new attribution reports are designed to give you free access to that information if you want it – and why wouldn’t you?


These new attribution reports are rolling out now, and you may have even spotted them in your dashboard already. To check if you have access to them, go to tools and settings (the little wrench icon in the upper right of your ads screen). Click on ‘measurement’, and you’ll if you have access, you’ll see attribution listed right there. At Ad-Extra, we always want to stay ahead of the curve with rollouts like this, taking the time to learn and understand the new updates so that we can pass that knowledge on to you. Our experts have already been testing the new attribution dashboards, and are ready to support you in using them yourself, or to use them in your fully-managed ad campaigns with us, For more information, just get in touch with us today.