Google announced today that they will be rolling out a new Google Analytics feature that allows advertisers to import Adwords cost data into the Attribution Model Comparison Tool, offering more insight into Adwords expenditures.
Now, advertisers can evaluate Cost Per Acquisition (CPA) within Google Analytics, along with their Return On Ad Spend (ROAS), a metric that, “…compares the value or revenue driven by conversions under different attribution models.”
By selecting Conversion Value & ROAS within the Attribution Model Comparison Tool, advertisers will be able to compare the performance of different channels to determine what drives the most value. According to the announcement, “Comparing the performance of a channel by looking at two different attribution models can uncover hidden performance of this channel.”
Along with the newly imported data, Google Analytics has inserted color-coded arrows to reflect the orientation of the shift in the ‘% Change’ column on the far right (see green arrow in image above). An upwards arrow indicates a positive shift away from the valuation of the reference model, and a downwards arrow indicates a negative shift.
The color of the arrow signifies whether the alternative valuation of the comparison model has caused a shift in favor of the comparison model versus the reference model: green indicates a significant shift in favor of the comparison model, red indicates a significant shift in favor of the reference model. A gray dot notes that no relevant change has occurred.
To start importing AdWords Cost Data into the Attribution Model Comparison Tool, advertisers need to link their account to an AdWords cost data source.