Attribution models now support YouTube and Display ads

August 9, 2021

While making purchase decisions, people may interact with multiple ads from the same brand. Attribution models let you choose how much credit each ad interaction gets for your conversions so you can focus your investments on the media with the biggest impact.

As of this week, we’ve upgraded all Google Ads non-last click models, including data-driven attribution, to support YouTube and Display ads. In addition to clicks, the data-driven attribution model also measures engaged views from YouTube. With these upgrades, the data-driven attribution model now learns even more from how users interact with your ads and convert. When used along with automated bidding strategies or updates to your manual bidding, data-driven attribution helps to drive additional conversions at the same CPA compared to last click. 

To give you an even more complete view of your Google media, we’ve also added YouTube and Display ads to attribution reports, alongside Search and Shopping ads.

Compare different attribution models with the Model comparison report

The "Model comparison" report helps you compare your cost per conversion and return on ad spend for different attribution models, such as last click, rules-based, and data-driven attribution. Now, you can see your Search, YouTube, and Display ads in one place and understand their impact on conversions to help you select the attribution model that’s right for your business.

The "Model comparison" report and other attribution reports can be found in Google Ads by clicking the tools icon in the upper right. Then, under Measurement, select Attribution.

Change the attribution model for an existing conversion action

You choose an attribution model when you set your conversion action, or you can follow these instructions to change the attribution model of an existing conversion action. After changing your attribution model, you may notice changes to the reporting in your "Campaigns" tab:

Credit shifts: With any changes to your attribution model, you could see conversion credit shifts across the various campaigns, networks, ad groups, and keywords associated with that conversion action. 

Fractional credit: Credit for a given conversion is distributed between contributing ad interactions according to your selected attribution model. You'll see decimals in your "Conversions" and "All Conversions" columns when using a non-last click model.

Time lag: Since a non-last click attribution model shares conversion credit between multiple interactions, each of which happened at a different point in time, your "Campaigns" report (which counts conversions based on the time frame during which the relevant ad interactions took place) may temporarily show fewer conversions for very recent days following a change of attribution model.

Learn more about attribution models and best practices for managing attribution model changes.

Posted by Charles Huyi, Product Manager, Google Ads

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