Google has introduced two new signals for advertisers: Attributed Branded Searches (ABS) and Qualified Future Conversions (QFC).
These features are designed to connect customer engagement directly to brand advertising, helping quantify both short-term and long-term impacts on conversions.
The ABS metric tracks when a customer searches for a brand after viewing an ad, providing a clear indication of ad-driven intent.
In contrast, QFC aggregates follow-up actions, such as additional branded searches and site visits, occurring up to six months later.
This allows campaigns to be evaluated based on their potential long-term value rather than immediate results.
For example, UK retailer Crew Clothing achieved a 70% uplift in long-term conversions by retaining a YouTube campaign that initially appeared ineffective, showcasing the power of these new metrics.
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