A marketing analyst is analyzing the conversion data of their Search Ads campaign in Google Ads. They want to see how changes to their attribution model might impact conversion reporting. What report will provide them with that information?

Analysis of Correct Answer(s)

The attribution report is specifically designed for the task described in the question. Its key feature is the Model Comparison tool. This tool allows advertisers to select and compare two different attribution models side-by-side. It shows exactly how the number of reported conversions and the cost-per-conversion would change for campaigns, ad groups, and keywords if a different model were applied. This provides the precise analysis the marketing analyst needs to understand the impact of changing their attribution model.

Analysis of Incorrect Options

• The click analysis report: This report is not a standard Google Ads report. Analysis of clicks typically occurs within broader reports (like the Campaigns or Keywords report) and focuses on metrics like CTR and CPC, not on conversion attribution.
• The campaigns report: This report provides a high-level overview of performance metrics, including conversions, for each campaign. However, it only shows data based on the currently selected attribution model and does not have a feature to compare different models.
• The conversions report: This report (under Goals > Conversions) details the performance of specific conversion actions. While it is central to conversion tracking, its purpose is to manage and review conversion actions, not to compare how different attribution models would re-assign credit.