Google is rolling out new conversion tracking columns for Demand Gen campaigns, giving advertisers a more nuanced view of social-style performance tracking.
Details.
- 100% attribution to last Demand Gen touchpoint.
- Available at campaign and ad group levels.
- Specifically designed for platform-to-platform comparisons.
Why we care. Advertisers can now directly compare Demand Gen campaign performance with paid social platforms, using view-through conversion data that provides a more comprehensive attribution model.
The big picture. The new Platform Comparable conversion columns offer a specialized tracking method that:
- Isolates only Demand Gen interactions.
- Provides view-through conversion tracking.
- Differs from standard conversion column measurements.
Between the lines. This update signals Google’s continued effort to make Demand Gen campaigns more competitive with traditional social advertising platforms, giving marketers more granular performance insights.
First seen. This update was first picked up by digital marketer Hana Kobzová when she shared it with PPC News Feed.
What’s next. Advertisers should carefully implement these new columns for benchmarking between platforms and avoid comparing to search or Performance Max campaigns
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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