A marketing analyst is analyzing the conversion data of their Search Ads campaign in Google Ads. They want to see how changes to their attribution model might impact conversion reporting. What report will provide them with that information?

The correct answer is: “The attribution report.”
Why is this correct, and why are the other options incorrect? In this guide, I’ll explain what attribution reports do, how they help marketers compare conversion data across models, and why this is a common Google Ads Measurement Certification exam question. So no delay. Let’s get started.

Attribution Report Model Comparison Showing Last Click Vs Data Driven With Bars And A Target Line.

The Question

A marketing analyst is analyzing the conversion data of their Search Ads campaign in Google Ads. They want to see how changes to their attribution model might impact conversion reporting. What report will provide them with that information?

A. The conversions report
B. The click analysis report
C. The attribution report
D. The campaigns report

The Correct Answer

C. The attribution report

Why This Is Correct

The Attribution report in Google Ads is designed specifically to help marketers understand how different attribution models (such as last-click, data-driven, linear, or time decay) affect the way conversions are credited to various touchpoints across a user’s journey.

In this case, since the analyst wants to see how changing the attribution model affects conversion reporting, the Attribution report is the only report that allows for model comparison and simulation. Google Ads provides a section within Attribution reports called “Model Comparison”, where users can view how conversions shift depending on which model is applied.

This helps in making informed decisions about campaign optimization, bid strategies, and budget allocation.

Why Other Options Are Incorrect

A. The conversions report

This report shows how many conversions occurred and basic data about them (like source, device, etc.), but does not let you compare attribution models. It’s focused on reporting conversions as counted using the currently selected attribution model.

B. The click analysis report

This report is not a standard report in Google Ads. It may refer to metrics like click-through rate (CTR), click share, or interaction metrics, but it has no relation to attribution modeling.

D. The campaigns report

The campaigns report shows performance at the campaign level (e.g., impressions, clicks, cost, conversions) but again only reflects data based on your currently selected attribution model. It does not allow for attribution model comparisons or simulations.

Comparison Table

Report TypeAttribution Model ComparisonTracks ConversionsUsed for Optimization
Attribution report✅ Yes✅ Yes✅ Yes
Conversions report❌ No (uses current model only)✅ Yes✅ Yes
Click analysis report❌ No❌ No❌ No
Campaigns report❌ No✅ Yes (basic)✅ Yes
Bar Chart Shows Only The Google Ads Attribution Models Report, Which Supports Model Comparison In Google Ads.
Only the Attribution report includes Model Comparison.

Where to Find the Attribution Report in Google Ads

  1. Go to your Google Ads account
  2. Click on Tools & Settings (wrench icon)
  3. Under “Measurement,” choose Attribution
  4. Open the Model Comparison tab
  5. Select and compare multiple attribution models to see how they shift conversion credit across your campaigns or keywords

Real-Life Example

Model Comparison Shows Branded Credit Drops And Upper Funnel Credit Rises When Switching To Data Driven.
Alex compares last click and data driven. Branded credit falls while upper funnel credit rises.

Alex is a marketing analyst running Search Ads across branded and generic keywords. His manager wants to move away from last-click attribution and test data-driven attribution (DDA).

Alex goes to the Attribution > Model Comparison report. He selects last-click and DDA, and compares how each model assigns credit. He notices that branded terms get less credit under DDA and that upper-funnel terms get more.

Thanks to this report, Alex makes better decisions about budget and bidding strategies.

Conclusion

If you want to analyze how conversion credit shifts when using different attribution models in Google Ads, the Attribution report is the only tool built for this purpose.

✅ Final Answer: C. The attribution report

Frequently Asked Questions (FAQs)

What is the attribution report in Google Ads?

It’s a report that shows how conversions are credited to different touchpoints using various attribution models like last-click, linear, or data-driven.

What is the model comparison tool?

It’s a tab inside the Attribution report that lets you compare how different attribution models assign conversion credit to your ads, campaigns, or keywords.

Why is this important for analysts?

It helps analysts see how changes in attribution models could impact performance reports, which influences bidding, budgets, and ROI evaluation.

What’s the difference between attribution and conversions report?

The Conversions report shows performance based on the currently selected attribution model, while the Attribution report lets you simulate and compare different models.

Should I always use the Attribution report?

If you’re managing multiple campaigns or testing new models like data-driven attribution, yes — the Attribution report helps you understand the real impact of those changes.

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