Report on Google Analytics data

Select an attribution model for a Google Analytics activity column

An attribution model determines the method of distributing credit for a conversion among all of the activity in a conversion funnel. By default, Google Analytics activity columns use a last-click attribution model. If you want a Google Analytics activity column to give some amount of credit to clicks on paid search ads higher up in the funnel, select an alternate attribution model.

If you apply an attribution model other than last-click, the Google Analytics activity column can’t be used in a bid strategy.

To select an attribution model for a new or existing Google Analytics activity column:

  1. Navigate to a reporting table.
    For example, navigate to a campaign and click the Keywords tab.

    Steps for navigating to a campaign
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account that contains the campaign.
    6. In the Campaign list, click on the campaign.

    7. Click Apply or press the Enter key.

    Search Ads 360 displays the campaign page.

  2. Click the Columns button, which appears above the performance summary graph.

  3. In the Available columns list, click ▸Custom conversions, then click Google Analytics.

  4. To create a new Google Analytics activity column, click the Create a new column button.
    To edit an existing Google Analytics activity column, click Click the pencil icon to edit.(pencil icon) next to an existing column.

  5. If you are creating a new Google Analytics activity column, type a name for the column.

    If you are editing a Google Analytics activity column, optionally, edit the column name.

  6. Select the type of Google Analytics activity column, choose the metric, and then the attribution model.

    • Google Analytics transactions

      1. From the Metric list, choose whether you want the column to report:
        • GA transactions
        • GA revenue
      2. In the Attribution model list, select one of the Google Analytics attribution models.

        If you only see Last click in the list, a Search Ads 360 user with agency manager or advertiser manager permissions needs to add an alternate model from Google Analytics.

    • Google Analytics goals

      In the column editor, the Google Analytics goals list displays all goals you have created in the Analytics property that you linked to Search Ads 360.

      1. Select the Google Analytics goals whose data you want to include in the column.
      2. In the Metric list, select whether you want the column to report:

        • The number of GA goal completions.
        • The GA goal value (amount of revenue from the goal) (applicable only if you've specified a goal value in Google Analytics)

      3. In the Attribution model list, select one of the Google Analytics attribution models.

        If you only see Last click in the list, a Search Ads 360 user with agency manager or advertiser manager permissions needs to add an alternate model from Google Analytics.

  7. Click Save.

Search Ads 360 applies the attribution model to all activity reported by the Google Analytics activity column during the last two months, and all activity going forward daily.

Next steps

Now that you've set up a Google Analytics activity column, you can:

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