DoubleClick Search overview

Natural search

The non-paid results of a search query. For example, when a consumer searches for "red shoes", the results include both ads (paid search results) and links found by the search engine based on the content of web sites (natural search results).

By default, DoubleClick Search (DS) ignores natural search clicks. However, if you subscribe to the DoubleClick Natural Search feature and choose Equal Attribution, DS considers natural search clicks to be part of the conversion funnel along with display clicks and paid search clicks.

Example

For example, here's a conversion funnel:

  1. Paid search click
  2. Natural search click
  3. Conversion

By default, DS gives all conversion credit to the paid search click. This is true of all attribution models in DS: since DS ignores natural search clicks by default, there's only one paid search click in the funnel, and only one click to distribute credit to.

If you subscribe to the DoubleClick Natural Search feature and choose Equal Attribution, DS considers the natural search click to be part of the funnel. 

In a DS report:

  • The last-click attribution model gives no credit to the paid search click. (The natural search click receives all of the credit, but DS only reports on paid search clicks.)
  • Other attribution models may distribute some amount of credit to the paid search click, but the last click is considered to be the natural search click.

In a DoubleClick Natural Search report, all of the credit goes to the natural search click.

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