Comparing attribution models in the new Search Ads 360

To get an overview of the performance that a data-driven attribution (DDA) model reports, create a custom conversion column that applies the model to your conversion data. Then compare the number of conversions that the model reports with a custom conversion column that applies standard last-click attribution (or other attribution models).

The following are the basic steps for DDA reporting:

1. Create a custom conversion column that applies the model to your conversion data.
2. Create another custom conversion column that applies last-click attribution to your conversion data.
3. (Optional) Create a custom formula column that shows the percent difference between the model and last-click attribution.
4. If your model uses custom channel groupings, create a label report in report editor to see how each channel grouping collectively contributes to conversions. You may also want to report on specific campaigns, ad groups, keywords or product groups to see if the model reveals significantly under or overvalued items.

If your model uses automated channel groupings, add the columns to a campaigns, an ad groups or a keywords report to see how each campaign, ad group and keyword contributes to conversions.

Before you start

A DDA model must complete its initial learning period before you can apply it to a conversion column. When the learning period is complete, the new Search Ads 360 sends an email alert. Otherwise, you can view the model's status.

1. Create a custom conversion column to report on a DDA model

1. Follow the steps to create a custom conversion column.
2. When you get to the step to select an Attribution model, select Data-driven attribution.
   • If you see '(Calculating)' next to the model name, the model is still in its initial learning period. You must wait for the learning to finish before you can select the model.

2. Create a custom conversion column to report last-click attribution

Follow the steps above, but in the attribution model list, select Last-click attribution instead.

This column needs the same settings as the DDA column to accurately compare conversions with the DDA model. Specify the exact same set of Floodlight conversion actions and choose the same metrics.

3. Create a custom formula column to compare values

To show the percent difference in conversions the DDA model reports and last-click attribution, do the following:

1. If you haven't already, create a custom conversion column that shows the number of conversions the model calculates, and another custom conversion column that shows the number of conversions last-click attribution calculates.
2. Navigate to the sub-manager account that contains the DDA model.
3. On the page menu, click a page that includes a reporting table, such as Campaigns.
4. On the table toolbar, click the columns icon .
5. On the 'Modify columns' page, click + Custom column, then select Custom formula column.
6. Enter the following equation: (c:"DDA column" / c:"Last-click column") -1
   • Under 'Data format', choose 'Percent (%)'.
   • Note that 'DDA column' and 'Last-click column' are the names of the Floodlight custom conversion columns that you created in step 1.
7. Click Save.

4. Add the columns to a labels report

If your model uses custom channel groupings, add custom conversion columns to a labels report to see how each channel grouping collectively contributes to conversions:

1. Navigate to the sub-manager account that contains the DDA model.
2. On the page menu, click any page that contains a reporting table, such as Campaigns.
3. Use filters to show only the labels that you're using as custom channel groupings in your model.
   • For example, if your DDA model contains the 'Generic', 'Brand' and 'Brand + Product' channel groupings, do the following:
     1. Above the table, click Add filter.
     2. Type 'Label' in the search box.
     3. Select Label (All) from the drop-down.
     4. Select the boxes for the Generic, Brand and Brand + Product labels that you created.

If you don't remember which channel groupings are in the model, do the following:

1. On the navigation menu, click the tools and settings icon .
2. Under 'Measurement', click Conversions.
3. On the page menu, click Attribution models.
4. Click View details in the 'Type' column.

4. Add the custom conversion column and custom formula column that you created in the previous steps.
5. (Optional) Adjust the report's time range.
   • Ensure that the date range begins with the date when you created the model.
   • If you include today's date, you may notice a discrepancy between the data in a column with a DDA model applied and a column using the last-click attribution model. The data for today's date isn't included in a DDA model column.
6. (Optional) Save this reporting view so you can return to it later.

5. Add the columns to a campaigns, an ad groups or a keywords report

To see how the DDA model reports on specific campaigns, ad groups or keywords, do the following:

1. Navigate to the sub-manager account that contains the DDA model, then click any page on the page menu.
   • Optionally, navigate to a specific client account, campaign or ad group.

Example

• To see the model's attribution at the campaign level, navigate to the sub-manager account or a client account and click Campaigns on the page menu.
• To see the model's attribution for keywords in a specific ad group, navigate to the ad group and click Keywords on the page menu.

2. Add the custom conversion column and custom formula column that you created in the previous steps.
3. (Optional) Adjust the report's time range. You may have to wait for a few weeks for sufficient data to accumulate, to read the differences between the 2 models.
4. To see reporting data for each Floodlight conversion action in the model, segment the report by Floodlight conversion action.