Module 3.1: Monitor your Search Network campaign (PART 2) Flashcards
What are Attribution reports?
- Attribution reports show you the paths customers take to complete a conversion, and attribute the conversion to different ads, clicks, and factors along the way.
- Attribution reports can give you detailed information about the paths that lead people to conversions for your business. You can see whether certain keywords assisted conversions that eventually happened through other keywords. This gives you a better sense of your potential customers’ conversion paths than just looking at the last-clicked keyword.
- Attribution reports are only available for Search Network ads, and are not available for app, phone call, and in-store conversions. Only the “Cross-Device Activity” reports include cross-device conversions.
What does the “Attribution overview” report show?
The overview report gives you a high-level view of your conversion paths. It tells you not just how many conversions you received, but also on average how many days, ad clicks, and ad impressions it took users to convert. This provides valuable insight into the length of your conversion paths.
What does the “Conversions” report show?
Click-assisted conversions: All the conversions assisted by clicks—except for the last click—for each keyword.
If you have multiple conversion actions defined, the Top Conversions report tells you how many conversions you received for each conversion action.
The Assisted Conversions report show the number of conversions your advertising assisted.
Often, the last click before a conversion gets all the credit. But along the way, other clicks and impressions might have guided your customers toward that conversion. Two numbers can help you see that fuller picture:
This report is a great resource to quickly identify which keywords are helping to drive the most conversions. You may find that some keywords are the last click for very few conversions, but actually assisted many conversions. In those instances you may choose to test increasing investment for these keywords to see whether you can drive more conversions for your business.
What does the “Cross-Device Activity” report show?
The Devices, Assisting Devices, and Device Paths reports show you not only when customers interact with multiple ads before completing a conversion, but also when they do so on multiple devices. This gives you valuable insight into how your customers use different devices on their path to conversion. For more information, see About cross-device attribution.
What does the Top Paths section of the“Paths” report show?
Ad Group Path (Clicks), Campaign Path (Clicks), and Keyword Path (Clicks) show the sequence of clicks customers made before completing a conversion, and how frequently that sequence happened.
Top Paths shows you the most common paths your customers take to complete a conversion. It provides this information based on the ads that were shown or clicked, or both, before a conversion took place. Within this report, you can see more specific reports by selecting options from the dropdown menu.
What does the Path Length section of the“Paths” report show?
Path Length gives you a high-level look at the steps your customers take or pages they look at on their way to completing a conversion.
You can use the Path Length report to look at clicks. For example, if you see that most of your conversions happen after multiple clicks, there might be some opportunities to refine your keywords and ads. Keep in mind, this report only reflects the keywords and ads in your account, so if these paths of clicks seem shorter than you might expect, that’s why.
You can also use the Path Length report to look at impressions. For example, you can see whether most conversions happen after the customer searches multiple times or the first time he or she sees your ad.
Time Lag tells you how much time it takes for a customer to complete a conversion after the following:
#The first impression of a Search Network ad #Their first click on your website #Their last click on your website
What does the “Click Analysis” report show?
First Click Analysis is a good way to find what keywords introduce customers to your site, while Last Click Analysis helps you see what completed the conversion. Think of these as different salespeople in a department store: one salesperson might be the person who first spoke to the customer, while another salesperson closed the deal.
What does the Attribution Modeling report show?
An attribution model is the rule, or set of rules, that determines how credit for conversions is assigned to steps on conversion paths. You can learn more about the attribution modeling report and how to use attribution models in About attribution models.
