Drive more sales with Google Ads
Use your insights from Google Analytics to get your business in front of the right customers across Search, YouTube, and more with Google Ads.
You can use the Advertising section in your Google Analytics property to get more insight into your most important user journeys. The reports in this section help you better understand the ROI of your media spend across all channels, make informed decisions about budget allocation, and evaluate attribution models.
In this article:Before you begin
To view the reports in the Advertising section, you must link your Google Analytics property to a Google advertising product.
To view advertiser reports, link your property to any of the following:
To view the Publisher ads report, link your property to any of the following:
About attribution and attribution models
Attribution is the act of assigning credit for important user actions to different ads, clicks, and factors along the user's path to completing the action.
An attribution model can be a rule, a set of rules, or a data-driven algorithm that determines how credit is assigned to touchpoints along a user's path to completing important actions.
The attribution reports within the Advertising section give you a better understanding of how your advertising efforts work together to drive key event actions. These reports allow you to explore different rules-based attribution models and determine which one might work best for your business. Learn more Get started with attribution.
About the reports
After you link your Google Analytics property to a Google advertising product, all users of your Google Analytics property can access the Advertising section. Reports within the section look and function slightly differently compared to other Google Analytics reports. The following reports are available in the Advertising section:
- Advertising snapshot: Get a quick overview of business metrics, and then dig deeper into the areas you want to explore. Learn more about the Advertising snapshot report.
- Key event performance: Provides cross-channel and Google Ads-based views for key event performance. You can toggle between these perspectives by choosing either “Google Analytics all channels” or “Google Ads” as the Integration dimension under “Report view”.
- Key event attribution models: Compare how different attribution models impact the valuation of your marketing channels. Learn more about the Attribution models report.
- Key event attribution paths: See your customers’ paths to key events, and learn how different attribution models distribute credit on those paths. Learn more about the Attribution paths report.
- Conversion performance: Use the report to select conversions shared with a Google Ads account and evaluate their performance. The report allows you to toggle between Google Analytics (typically higher cross-channel numbers) and Google Ads perspective. To manage Google Ads conversions, you may use the “Conversion management” page under “Tools”. Learn more about the Conversion performance report.
- Note: Conversion-related updates made through the Google Analytics interface will only appear in the “Change history” page of Google Ads.
- Conversion attribution models: The Conversion attribution models report allows users to compare conversion and revenue results attributed with data-driven vs. last-click, within the Google Analytics (paid and organic channels).
- Planning: Understand which channels and campaigns received credit. Learn more about the All channels performance report. In addition to the All channels report, view reports for the Google advertising products your property is linked to:
- Publisher ads: Get insights into the engagement and revenue associated with your website and app advertisements. Learn more about the Publisher ads report.
Use these reports to answer questions like:
- What roles did referrals, searches, and ads play in key events?
- How much time passed between a customer's initial interest and their purchase?
- What are the most common paths customers take leading up to key events?
Select attribution settings
The Attribution settings page lets you choose how key event reports in Google Analytics assign credit to different ads, clicks, and other factors before users trigger key events. Google Analytics provides a streamlined process for managing cross-channel conversions. Key events in Google Analytics are the primary source for creating conversions that can be shared with Google Ads.
To select key event attribution settings:
- Sign in to Google Analytics.
- In Admin, under Data display, click Events.
Note: The previous link opens to the last Analytics property you accessed. You must be signed in to a Google Account to open the property. You can change the property using the property selector.You must be a Marketer or above at the property level to select the attribution settings.
- Click Attribution settings.
- Review these attribution settings:
- Click Save.