Google Ads Performance Report Attribution Beta

What is the Google Ads Performance report in Attribution Beta?

Through the Google Ads performance report, you can analyze the performance of your Google Ads at the account level, campaign level and ad group level under different attribution models. 

Prerequisites for using the Google Ads performance report

  1. Make sure that your Google Ads account is linked to your Google Analytics property.
  2. You have access to an attribution project. You can access the Google Ads performance report only via your attribution project.
  3. Your attribution project has collected at least 30 days of Google Ads data. This is required in order to carry out a statistically significant data analysis.

How to use the Google Ads performance report?

  1. Navigate to your Attribution project at https://analytics.google.com/analytics/attribution/projects  
  2. Navigate to Explore > Google Ads performance report:
google ads performance attribution beta

You should now see the user interface through which you can analyze the performance of your Google ads at the account level:

google ads account level

Click on the black arrow icon next to your Google Ads account name in order to analyze the performance of your Google Ads at the campaign level:

google ads account level 2

You should now see the user interface through which you can analyze the performance of your Google ads at the campaign level (i.e. analyze the performance of all your Google Ads Campaigns of type ‘Search’, ‘Display’ and ‘Shopping’ ):

google ads campaign level

Note: The green colour dot that you see next to a campaign name indicates that the campaign is active. If you see a grey colour dot next to a campaign name then it means the campaign is paused. If you see a red colour dot (with a cross) next to a campaign name then it means the campaign is removed. 

Click on the black arrow icon next to the name of a Google Ads campaign in order to analyze the performance of your Google Ads at the ad group level:

google ads campaign level 2

You should now see the user interface through which you can analyze the performance of your Google ads at the ad group level (i.e. analyze the performance of all your Google Ad groups under a particular campaign):

google ads ad group level

Note: The green colour dot that you see next to an Ad group name indicates that the Ad group is active. If you see a grey colour dot next to an Ad group name then it means the Ad group is paused. If you see a red colour dot (with a cross) next to an Ad group name then it means the Ad group is removed. 

Google Ads performance metrics

The Google Ads performance report measures the performance of your Google Ads accounts, campaigns and ad groups in terms of the following metrics under a particular attribution model:

  1. Cost
  2. Conversions
  3. CPA
  4. Revenue
  5. ROAS
cost conversions cpa revenue roas

Applying and comparing attribution models

The Google Ads performance report, allows you to compare two different attribution models to each other in order to evaluate your Google Ads marketing from different perspectives. 

For example, you can compare the last-click attribution model with the data-driven attribution model:

google ads performance attribution models

Click on the two drop-down menus which appear in the middle of the ‘Google Ads performance’ report in order to apply and compare attribution models:

attribution model menu
attribution models

Note: All the attribution models available in the Google Ads Performance report do not give conversion credit to direct visits unless a conversion path is made up entirely of direct visits.

The conversion type drop-down menu

By default, the Google Ads performance report show aggregated data for all enabled conversion types. 

However, if you want to see the Google Ads performance data only for a particular conversion type(s), then click on the ‘conversion type’ drop-down menu:

conversion type drop down menu

Then select the checkbox next to only those conversions for which you want to see the data in the Google Ads performance report:

select particular conversion types

Note: When you add new conversions type to your GA reporting view which is connected to your attribution project than the new conversions automatically appear in the conversion types drop-down menu.

Reporting time = Interaction time or conversion time

By default, the Google Ads performance report uses the ‘Interaction time’ as the reporting time:

reporting time interaction time

Interaction time: Use this setting if you want the Google Ads performance report to include all Google Ads touchpoints that happened with the date range you selected. 

Conversion time: Use this setting if you want the Google Ads performance report to include only those Google Ads touchpoints that lead to conversions, and that happened with the date range you selected. 

In order to use the ‘Conversion time’ as reporting time for the Google Ads performance report, follow the steps below:

Step-1: Click on the ‘Reporting time = Interaction time’ button:

reporting time interaction time button

Step-2: Click on the ‘Conversion time’ radio button:

reporting time conversion time

Note: The cost data associated with the Google Ads touchpoints that lead to conversions are included in the Google Ads performance report even when outside the selected time range as the conversions may have been attributed to the touchpoints that occurred before the selected date range. 

Applying secondary dimension to the Google Ads performance report

In order to apply the secondary dimension to the Google Ads performance report, follow the steps below:

Step-1: Navigate to the Google Ads performance report in your attribution project.

Step-2: Click on the ‘Edit Report’ button on the top right-hand side of the report:

edit report button

Step-3: Click on the ‘Add’ button under ‘SECONDARY DIMENSION’:

add secondary dimension

Step-4: Click on one of the dimensions types (Interaction date (daily), Interaction date (weekly), or Device (interaction):

secondary dimensions google ads performance report

You should now be able to see the secondary dimension applied to the Google Ads performance report:

Google Ads performance report

Downloading the data table of the Google Ads performance report

If you want to download the data table of the Google Ads performance report as a CSV file, then click on the download button:

download google ads performance report

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