Your customer is aiming to not only drive conversions but also track how those conversions drive users to enroll in their weekly newsletter distribution list. When setting up their data-driven attribution model in Search Ads 360, what else should you set up

Analysis of Correct Answer(s)

• Custom channel groupings: This is the correct answer because the advertiser has a specific, multi-step conversion path they want to analyze (initial conversion followed by a newsletter sign-up). Custom channel groupings allow you to create your own rules to define and categorize marketing channels. This provides the necessary flexibility to isolate and analyze the specific touchpoints that contribute to this unique user journey. By creating custom groups, you can ensure the data-driven attribution (DDA) model accurately credits the channels that influence users to complete both desired actions, providing deeper insights than default settings would allow.

Analysis of Incorrect Options

• Keyword groupings: This feature is used to organize keywords within ad groups or campaigns, typically by theme (e.g., brand vs. generic). It operates at the keyword level, not the higher-level channel analysis required by an attribution model to understand the full customer journey.
• Automated channel groupings: These are the default, system-defined channel categories in Search Ads 360 (e.g., Paid Search, Display, Social). While useful, they may be too broad to isolate the specific, nuanced conversion path the customer wants to track. The need for custom tracking calls for a custom solution.
• Multichannel groupings: This is a general concept rather than a specific feature you set up. While DDA operates on multichannel data, custom channel groupings is the specific tool you configure to tailor how those channels are defined and analyzed.