Search Ads 360 Conversions reports

Analyze your Search Ads 360 data in the Conversions reports.
This feature is only available in Google Analytics 360, part of Google Marketing Platform.
Learn more about Google Marketing Platform.

When the Search Ads 360 Reporting Integration is enabled, you'll see Search Ads 360-specific dimensions in the Conversions reports for views that are enabled in your linked Analytics 360 property.

In this article:

The Conversions > Multi-Channel Funnel reports

What's in the reports

The Search Ads 360 Reporting integration lets you see clicks from Search Ads 360 that are part of the conversion path in Google Analytics.

When you apply the SA360 filter at the top of the reports, you see only those conversions where a Search Ads 360 click was in the conversion path.

Search Ads 360 filter for report data

You can also apply Search Ads 360-specific dimensions (SA360 Agency, SA360 Advertiser, SA360 Engine Account, SA360 Ad Group, SA360 Keyword) as primary or secondary dimensions in all Multi-Channel Funnels reports.

How to use the reports

The Multi-Channel Funnels reports focus exclusively on the sessions that led up to conversions, and give you insight into the roles that search, display, and other channels played—and the roles that specific ads, creatives, etc. played—in your conversions.

For example, to see where Search Ads 360 clicks appear in the Conversion Paths that customers take to your site, navigate to Conversions > Multi-Channel Funnels > Top Conversion Paths, and click the SA360 filter at the top of the report.

The Conversions > Attribution reports

What's in the reports

The Model Comparison Tool lets you compare different models of assigning credit to search and other traffic. You can choose from several basic models, or you can create your own model that assigns credit for clicks and impressions in the way that makes the most sense for your business.

By comparing attribution models, you can identify Search Ads 360 campaigns that may be over- or undervalued in your current attribution model, and then adjust your investments accordingly.

If you've enabled Data-Driven Attribution and meet the requirements, then your custom Data-Driven model includes your Search Ads 360 data.

How to use the Model Comparison tool

To use a basic attribution model:

  1. Click the SA360 filter at the top of the report.
  2. Select one or more attribution models from the menus above the table.

If you enabled sharing of Search Ads 360 cost data when you linked your accounts, then you can also see the Spend and CPA values for the Search Ads 360 campaigns.

Note that you need to select the SA360 filter to be able to see Search Ads 360 cost data. Search Ads 360 cost data is not supported in the All filter.

To create a custom attribution model:

  • From the Select model menu, select Create new custom model.
  • Name your model, and choose one of the five baseline models to determine how to distribute credit to touch points in the conversion path.
  • Use the Adjust credit based on user engagement and Apply custom credit rules sections to further customize your attribution model.

Floodlight conversion data

Floodlight conversion data is available if you have also linked the corresponding Campaign Manager account with your Analytics 360 account. If available, you can simply select it by clicking the Floodlight option on the Explorer tab.

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