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Transcript: Search Attribution Report in Google Ads (AdWords) Explained
Hey, guys. It’s really important to make sure that when you’re looking at your conversions in Google Ads, you don’t look at them in isolation. In this video, I’m going to show you how to analyze what’s called the search attribution report which will allow you to see the impact of all your keywords across your account on further future conversions even if they weren’t the last click to convert.
The first thing is, let’s have a look at the report. I’m going to head over to Tools. Then we’ll to go to the Search Attribution Report under Measurement. When the report opens, you will see that all of your data is on a dashboard, from your conversion you can see how many conversions lead to– I guess how many conversions you get from multiple ad clicks among a number of other types of report as well. You can see how long conversions take on Google Ads in terms of that time delay period.
You can see how well Google have interpreted the conversions taking place across multiple mobile devices which is really important. Of course, you can also see the conversions across crossed-device activity as well. This is all really important reporting for Google Ads because it allows you to see conversions outside of pure isolation of last click. Let’s head over to the lefthand side. You’ll see a number of options here. If you click on Conversions at the top and go to Top Conversions, that’ll open up your top conversions report. Pretty self-explanatory.
You can see all of your conversions, the conversion names, the number of conversions. It’s kind of a rollup of all the conversions in your account and it will show you the history window which you can alter up to 90 days which is pretty standard for most Google products. From 90 days to 30 days, you can look at a backward window from your conversions. This is a pretty simple report, but it starts to get more interesting the further we go into this particular reporting.
Next, we’ll look at the Assisted Conversions report. This is really interesting. What this would do is it will show you all the different types of conversions in your account. You’ll see the conversions listed in the far column on the left hand side, you’ll see Last-Click Conversions, you’ll see Click Assisted Conversions, and you’ll see click assisted conversions divided by the last click conversions as well. You’ll see that as a percentage. Now you can start to understand from the last click perspective, how many conversions you get and then how many conversions you get from a click assisted point of view as well.
What happens on Google Ads is a lot of the time, your users aren’t going to click your ad and convert the first time around. Sometimes when looking at your data, you might think keywords will be valuable if they convert and the ones that simply don’t convert on the last click, then you discard those keywords. But what might be happening is keywords that aren’t converting on the last click, are helping and assisting conversions on future clicks. This report will show you a breakdown of how many click assisted conversions you’re actually getting over a time period.
This is quite a useful report. Again, you can go through and see the history from 60 to 90 days. The way you’d act on this report is you’ll start to understand that a campaign level, what that looks like. You can actually click into these options. Let’s take the highest converting campaign. We’ve clicked into that. You go into your ad group level. You can see you ad group level how many click assisted conversions each ad group is providing. Let’s go into again in more detail. Now, you can see here, a keyword level, what things are happening here.
You might go down and see this key what here is provided for click assisted conversions, but only nine last-click conversions. In actual fact, this keyword here, electricity for business in the UK, and this one below, business electricity deals. On the face of it in your Google Ads account, you might think they’ve both got nine conversions each, but when you start to look at it in more detail, the number nine keyword here, electricity for business UK, actually is provided click assisted conversions as well. Technically this is a more valuable keyword than the one below.
This kind of data will really help inform your campaigns and provide a clearer picture as to what’s actually going on in your accounts. We’ll continue to look through with this reporting and head over to the cross-device activity reports. If you click on Devices, which is the first report in the list, you’ll be able to see from a device conversion rate, how many conversions you have from a cross-device activity profile.
Google uses a number of data points to understand whether or not your conversions have taken place across multiple devices, this could include data points like users logged in. If you logged into your email account on your phone and also logged into your email account on your tablet as well as your computer, then it can tie those data points together and a number of other data points as well in other to determine if you have converted across multiple devices.
You’ll see in this particular account, across this particular time period, there have been 43 crossed device conversions. When you break that down you can start to see how the conversions break down from mobile, tablet and desktop. You can also see across the top, you’ll see mobile, tablet and desktop. You can start to see the crossover between tablet and mobile, tablet and desktop.
It’s kind of like reading a chart really. When you look at this column, there hasn’t been any conversions from tablet to tablet which kind of make sense, people typically don’t own two tablets and use two tablets. You’ll start to understand the crossover. You’ll see here, desktop to mobile, that is the most- I guess one of the most highest performing areas and also mobile to desktop. You’ll see here, again, these are conversion areas that are really going to help you understand how your users are accessing your website and converting and behaving on your website as well.
We’ve looked at the devices actually leading to conversions. You can also actually look at Assisting Devices as well. You can actually start to go ahead and see what the assistance level of different devices are as I click assisted conversions per device. You could again, similar to the previous report I showed you, you can see how many devices are assisting in your conversions as well. You’ll see here, Last-Click Conversions, mobile, tablet, and desktop, the numbers there.
If you look across to this column, Click Assisted Conversions, you can see in actual fact desktop leads to 234 click assisted conversions. You’ll see it’s having a bigger impact than tablet and mobile combined actually in this particular account in term of that click assisted directions so people are accessing campaigns on their desktop, converting later on, on mobile. It gives you an indication as to how you should optimize your website as well. Make sure it’s performing in the right areas on different devices.
Of course, Google use the mobile-first index anyway when it comes to SEO. You should be doing that anyway, but it highlights, even more, the importance of having a powerful website that can work well across all of your devices. That you could see the Device Paths as well, which is the next report down. It will literally give you a break down of which direction of travel users are converting where crossed-device conversions have taken place. Like all the reports in this area, you can actually go back to 90 days as well.
Again, choosing your history when they will depend on your product. If your product is fast-moving and it’s something that uses convert on pretty quickly which I’ll go on to show you in another report in terms of that time delay. But if people are converting really quickly, then you can probably roll it back to 30 days. If it takes a long time, maybe you’re in B2B and it’s really useful to see how people are converting in a longer period of time, then adding 90 days will make sense to you as well, and you could start to see how many touchpoints you’re actually getting.
Two people in that time period on this particular report have had five touchpoints of crossed-devices before they converted, which is a really interesting data from marketing point of view. Next up we have the Paths report. The Top Paths, the Time Lag, and the Path Length. We’ll start off with the Top Paths report. Again, this will tell you the touchpoints across campaigns people have where more than one touchpoint has taken place. If you have a campaign live and somebody converts without going to any other campaigns, then they won’t appear in this report. If they’ve touched your campaigns twice from a PPC perspective, they will show up in this report.
You’ll see here, this particular campaign business in electricity had twice it’s had a touchpoint from a user. There have been 125 conversions that happened when the user has clicked the advert twice. They have converted after taking that particular journey. But what will happen is as you go down you can start to see when you expand the rows across the page, the amount of different types of journeys users are taking before they convert.
Sometimes what’s interesting is they come across campaigns. For example, you’ll see here, we’ve got a campaign for business in electricity, exact match, they clicked that particular advert, then they left, then they came back, and then they typed in business energy and then clicked that campaign and then they converted seven times, people have done that journey. You can start to see the journeys people are taking across your campaign.
What’s really interesting sometimes in this report is you can see people jumping across completely different niches quite often as well. Some people might want payment services. You’ll see here, this person, three times we’ve had three conversions in this account where people have initially searched for a payment service. For example, a chip and pin machine, a card machine or something like that, and then, later on, they click on the electricity, they want to look at business electricity as a business service, and then they convert on that campaign.
That’s someone who started off with a completely different intent, who’s then gone on to convert on a completely different campaign. This report is really useful to see how people are accessing your campaigns and the paths they’re taking. Next, we have the Time Lag report. Now this one is really, really important. This will show you how long it takes people to convert on your website from a look back window point of view. For example, on this particular account, you’ll see most conversions occur in less than a day. The vast majority of conversions happen really quickly.
That’ll give you an indication as to the behavior of your customers on this particular industry or this particular niche and it will be different within your niche as well. As you go down, you’ll start to see in one day or two days or three days, how many conversions take place. As you can see in this account, not many do. But what’s interesting is there’s a massive spike of 12 days plus. What that means is that anyone who’s accessed our website from clicking a PPC ad in the first day and then takes another 12 days to convert, they might come back and forth all that time from over 12 days, they could convert within anything from 12 to 90 days looking at this history window.
There’s a massive spike in users here after looking at the one day all the way through to the 11 days because there are so many different day variables in this one statistic of 12 days plus. It will be anything from 12 days to 90 days and there’s a significant number of conversions that have taken place in that time. What that means is these guys here in this 12 days plus section, this is a good argument for a retargeting campaign. Because even though all of these people here convert within less than a day, you still want to make sure you get that 10% extra of people to come back to your website quicker.
Or you can follow them around for those who don’t actually come back because this again is showing you the behavior of your users. It’s really important to look at this as well. Next, we have the Path Length reports as well so this again will show you clicks before conversion. It’s very similar to the previous reports, it will show you the clicks to conversion and it show you the conversion values as well if you have got conversion values plugged into your account as well. Again, it’s very similar to the previous report. You can see the time lag and you see the path length as well so they crossover quite significantly.
In the previous reports, you would have seen under one day was the vast majority and you’ll see in this report that the vast majority happened in one click which is pretty similar crossover, slightly different reports but they tell essentially a very similar story. What’s interesting about this is even though the time period of 12 days plus shows a spike in conversions, the click account in this particular reports of 12 days plus doesn’t show any significant spike. Even though the time period is longer, people aren’t accessing the website a lot in that long-time period. They’ll access it maybe once or twice, then go again and then there’s a long time periods between each visit before conversion.
Again, these are the kind of stories that the data will tell you, and that you can act on in the long term from your marketing strategy. We’ve got a last few reports here, we’ve got the click analysis reports, they’ve got first and last click analysis. Again, it will show you, it’s very similar to some of the reports I’ve shown you already. Let’s go into the First-Click Analysis reports. You’ll see how many conversions happen on a first click basis from a keyword point of view and a campaign point of view. Again, this will give you a bit more ammunition when looking at keywords. This first click analysis is really important because it will show you those keywords if you go into your accounts and dive in some ad group level.
Now, if I go in again and go to keyword level, you’ll start to see the conversions from a first click point of view of the conversions. Then, of course, the obvious Google Ads metric of Last-Click analysis is here as well. You can see from our last click conversion point of view, how many conversions you’re getting as well. Again, you can go into an ad group level and you can go into keyword level as well. It will show you the conversion metrics for that last click analysis as well. Then the final report in here is the Attribution Modeling report. What this will show you is a roll-up of your entire account.
Again, you can go into here and break it down at different levels. You can go in at keyword level as well. Now, it depends on how you’ve got the account set up so in this particular account– If I go back, I’ve set up a Google Analytics link here so the conversions are pulling in from analytics but it’s also showing that Google Ads spends data as well so it kind of crossover between the two so it’s a bit frustrating for this kind of report but we can still use the report to show you what it can do. This is a model comparison tool. If you’ve used Google Analytics significantly, you will recognize it from that as well.
What this will do is it will show you the difference in conversions based on different conversion attribution models. In the first column here, we’ve got last-click conversions. Next, we’ve got position based conversions. What you can actually do is look at the change difference between the two and actually change the different types of conversion attribution model so you’ll have the five major attribution models that Google has predetermined. You can actually see, for example, if I counted every touchpoint equally from a linear point of view, how that compares and what you’re actually seeing in this particular instance, is it doesn’t really have much of an impact.
If I compare, for example, last-click with a first click, we can start to see here that actual fact is not having much of an impact in this particular report because of how it’s set up. What we can do is go to campaign level and that will tell more of a story. For example here, you will see a campaign level for the business electricity campaign. You’ll see the conversion numbers in this column, and in this column are different and the reason for that is because these are the conversions that have taken place from a last-click point of view. Then in this column, we have the conversion that have taken place from a first click point of view.
Now, you can see the breakdown of those different types of attribution models and you can feed that into your business. It depends on the way your business operates as to which model is best for you and where paid search sits within your business. By default, last-click is the standard Google AdWords or Google Ads way of tracking conversions. But of course, if you want to be a bit smarter with things, maybe move to something linear, where it’ll show you from a linear point of view, how many conversions you can expect if every single touchpoint had equal weighting across different campaigns.
It will paint more of a picture for you and help you understand how customers are interacting with your business. It will give you a good indication of how I guess different campaigns will perform and how you can optimize your budget and spend across different campaigns based on your attribution model. Thank you guys so much for watching. I hope you enjoyed this tutorial of these particular reports within Google Ads. If you have any questions, hit me up in the comments below. I pretty much reply to every single comment I get. More important than that, don’t forget to subscribe and check out the other content across my channel. I’ll see you guys on my next video.