Google yesterday announced that it has added YouTube data to attribution reports in Google Ads. This is part of the cross-network attribution beta.
According to Google, YouTube campaigns often play an assisting role in a conversion path, but this role isn't visible using the default last-click model. Google is integrating YouTube clicks and video engagements into the "Top paths," "Path metrics," and "Assisted conversions" attribution reports.
YouTube ad engagements occur when a user watches a video ad for at least 10 seconds or clicks the ad. Google is planning to introduce engaged-view conversions as an additional conversion goal on YouTube campaigns by the end of the year.
Advertisers that want to have the clicks and YouTube engagements need to opt-in in the cross-network beta program.
Advertisers can then view YouTube ad engagements in the "Top paths," "Path metrics," and "Assisted conversions" attribution reports, by selecting Networks from the "Dimension" drop-down menu.