Use the Google Ads performance report to understand the impact of different attribution models on your marketing objectives.
In this article:How to use the report
Access the report
- Sign in to your Attribution project at https://analytics.google.com/analytics/attribution.
- Go to Explore > Google Ads performance.
Choose your date range
Start by selecting a date range from the date picker drop-down menu at the top of the report (1, in the map above). When reporting on Interaction time (the default), use a date range that ends at least 3 days ago.
Select conversion types
By default, the report displays aggregated data for all enabled conversion types. If you only want to see data for a single conversion type or a smaller set of conversion types, use the drop-down menu (2, above) to select the checkbox next to each conversion type.
If you add new goals or Ecommerce transactions to your Analytics account, they will automatically appear in the conversion types drop-down menu.
To disable a conversion type, go to Configure > Conversion Types.
Select attribution models to compare
Use the drop-down selectors in the Attribution model (non-direct) columns (3 and 4, above) to choose which attribution models to compare. Learn more about the available attribution models.
Customize your data view
Click Edit report (5, above) to change what's displayed in the report. In the Report settings panel, you can change the Secondary dimension and Reporting time settings.
Secondary dimension
Use this section to add one of the following secondary dimensions to the report: Interaction date (daily), Interaction date (weekly), or Device (interaction).
By default, the report displays data for the Google Ads account dimension. See Drill-down on Google Ads dimensions (below) to learn more about other Google Ads dimensions.
Reporting time
The other reports in Attribution use Conversion time reporting. However, to better align with how Google Ads reports conversions, the Google Ads performance report uses Interaction time.
- Interaction time: Includes all the ad events that occurred within your selected date range, plus their associated cost and attributed conversions. If the date range is too close to the present time, the total conversion counts may differ between attribution models.
- Conversion time: Includes all the ad events that ultimately resulted in conversions that occurred within the selected date range. The associated cost of those ad events is included in the report even when outside the selected time range. Because these conversions may be attributed to ad events that occurred before the selected date range, you may notice a change in cost and conversions when switching from Interaction time reporting.
Drill-down on Google Ads dimensions
By default, the report shows data at the Google Ads account level. Click on the forward arrow icon 
- Available campaign types: Display, Search, Shopping
- Campaign and ad group status: Active (indicated by green dot
), Paused (indicated by gray pause icon
), Removed (indicated by red remove icon
)
), Paused (indicated by gray pause icon 
), Removed (indicated by red remove icon 
)Export
Click the download icon 
Understand the data
While the Model comparison and Conversion paths reports allow you to compare conversions and revenue across all channels in Analytics, the Google Ads performance report focuses on your Google Ads accounts. The report provides the following metrics for the selected conversion types in each Google Ads account: Cost, Conversions, CPA, Revenue, and ROAS.
To see how much the attribution models differ in how they attribute CPA and ROAS, scroll to the right and review the % change column.
Once you've used the Model comparison and Conversion path reports to determine the best attribution model across channels, you can use the Google Ads performance report to compare CPA and ROAS across campaigns and ad groups under a different attribution model. You can consider re-evaluating bidding and budget targets based on the performance of each campaign and ad group.
