A custom conversion column is a column that you create to report on conversions that a specific conversion action or Floodlight activity group tracks. An attribution model determines the method of distributing credit for a conversion among all the activity in a conversion funnel. Learn more about attribution models in the new Search Ads 360.
How this works
In the new Search Ads 360, you set the attribution model at the conversion action level and have the option to override it at a campaign level.
If you want a custom conversion column to report on a different attribution model than what's set for the conversion action or campaign, you can select an attribution model when you create the conversion column. For example, choosing an attribution model other than last click can give insight into the keywords that don’t directly drive performance but are part of the funnel that leads to a purchase.
This type of reporting does the following:
- Gives advertisers the justification to spend on high-funnel keywords that provide a valuable assist to conversions.
- Prevents you from accidentally pausing strong-assist keywords.
Ready to get started?
- Create a data-driven attribution model in the new Search Ads 360 or add a predefined attribution model (this requires Admin or Admin without billing roles for a sub-manager account in the new Search Ads 360).
- Give the new Search Ads 360 time to generate the data-driven attribution model or sync the pre-defined model.
- Create a custom Floodlight column and select an attribution model.