Dario Zannoni discovered that Google is launching campaign specific set of new columns related to conversions. They are officially called conversions (Campaign Type) columns.
They were created to help advertisers to measure the Demand Gen campaign conversions differently than typical Google campaigns.
This is accomplished by:
- factoring in the impact of view-through conversions (VTC)
- isolating Demand Gen campaigns from the rest of the Google ecosystem
This aligns with the default attribution used in other advertising platforms (such as Meta Ads).
Check out the official help page, which is very detailed and includes a section on frequently asked questions: About conversions (Campaign Type) column.
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