Google Display Ads in Attribution reports?
In 2020, Google Ads simplified its attribution reporting (previously called Search attribution) and added YouTube ads – in beta – as well. Now, the company has included Display Ads (as an open beta) to Google Ads Attribution reports allowing advertisers to have a more holistic view of their Google media.
Marketers eligible for Display Ads can opt-in within the Measurement > Attribution section in Google Ads. Once opted-in, advertisers will see Display Ads analytics in all attribution reports together with Search Ads and, if they’ve also opted-in, YouTube Ads too.
Attribution reports include analytics such as Top Paths, Path metrics, Assisted Conversions and Model Comparison reports.
The metrics shown in the Attribution report will help advertisers identify the most common paths customers take to complete a conversion based on the ads they have interacted with and make tweaks (if necessary). Moreover, Display Ads with attribution reporting can help advertisers monitor how ad campaigns across different channels complement each other and ‘push’ customers along their journey.