The percentage of new visits that Google Analytics attributed to clicks on search and social objects in Search Ads 360.
For example on the Search Ads 360 Keywords tab, this column shows the percentage of new visits attributed to each keyword within the report's time range. The summary row at the bottom of the table shows the average percentage of new visits for all keywords in the report.
If this percentage is high for a particular keyword, then you know the keyword is effective at driving new traffic to your site. If the percentage is low but the number of conversions are high for a keyword, the keyword may be effective at driving repeat visits to your site that eventually convert.
Only available after you link your Search Ads 360 advertiser with a Google Analytics web property. Learn more about reporting on Google Analytics data from Search Ads 360.
Looking for more information about Google Analytics metrics?
Navigate to an advertiser or lower scope, or navigate to a bid strategy.
Click the Engine accounts, Campaigns, Ad groups, Ads, or Keywords tab.
Above the performance summary graph, click the Columns button.
Next to Available columns, type the column name in the search box.
Click + next to the column name in the Available columns list.