Google Adds Display Ads to Attribution Reports

Google has added Display ads to its Google Ads attribution reporting as an open beta, the company announced on Thursday, February 18. This means advertisers can see Display ads alongside search and YouTube in their reports. This update will help you better see how your marketing campaigns across different channels help each other and help you make more sales. We’ll show you how to opt-in to Display Ads in attribution reports and why doing so can benefit your company’s advertising strategy and budget.  

How to Opt-In to Display Ads in Attribution Reports

If you are an eligible advertiser, you can opt-in to Display Ads in attribution reports. Here’s how to do it. In Google Ads, go to the Measurement > Attribution and add Display ads. Once you opt in, Display Ads will be shown in all attribution reports. If you have opted into it, YouTube ads will also appear. 

What’s in the Attribution Reports?

Your attribution reports are a set of reports with data about your conversions. Attribution reports include: 

  • Top Paths
  • Model Comparison
  • Assisted Conversions
  • Path Metrics

The Top Paths reports shows you the most common paths customers take to complete a conversion, based on which ad they have engaged with. This can tell you how your Display ads are working with your ads in search (or not) and/or YouTube ads to drive conversions. 

The Model Comparison report can also be helpful. It shows you how your Display ads are affecting conversions. In turn, this helps you determine if you’ve chosen the most relevant attribution model. 

Previous Changes to Attribution Reports 

In 2020, Google significantly streamlined its attribution reporting and also added YouTube ads to reporting, also in beta. If you have opted in to showing YouTube ads to your attribution reports, then you will see this data alongside your Display ads data in your reports. 

Why Display Ads in Attribution Reports Matter 

Why does this update matter? Display ads within attribution reporting helps you see how your campaigns on various channels help one another and move your customers along the sales funnel, all the way to converting. You can utilize this data to assist you in making the best decisions for your marketing and advertising campaigns, and how to spend your budget. 

Do You Need Help Adding Display Ads to your Attribution Reports? 

If you need help with Google Ads, Display ads, or attribution reports, contact SEO Design Chicago today. 

FAQs about Adding Display Ads to Attribution Reports: 

  • When did Google add Display ads to attribution reports?
  • What are attribution reports?
  • How do I opt-in to Display ads in attribution reports?
  • What is the benefit of adding Display ads to my attribution reports?
  • What is included in Google attribution reports?

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