Google Ads is rolling out a new set of attribution reports which are said to be simpler and more intuitive.

Previously known as ‘search attribution’ reports, the new ones will simply be called ‘attribution’ reports.

These reports are vital to tracking the success of Google Ads campaigns as they provide information about paths that lead to a conversion.

Google Ads is combining some of the previous attribution reports and removing others. The available attribution reports now include:

Examples of cards on the revamped overview page.

The new overview page, shown above, visualizes the customer journey. Here you can find metrics such as the percentage of customers who converted after multiple ad clicks, and how many of those customers engaged with the ads on multiple devices.