Google adds YouTube Engagements in the attribution reports

Advertisers need to opt-in for the cross-network attribution beta in Google Ads.

Google adds YouTube Engagements in the attribution reports

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.