Example of the new model comparison report.

The new model comparison report, shown above, is designed to help advertisers compare cost per conversion and return on ad spend for different attribution models. The attribution models offered by Google Ads include last click, first click, linear, time decay, position-based, and data-driven attribution.

The new attribution reports, rolling out now, can be accessed by clicking on the tools & settings (wrench) icon in the upper right. Click on Measurement, then you’ll see Attribution.