What Is the Attribution Metrics Report?
Attribution Metrics is a Google Analytics report that connects your ad delivery data to the revenue it produced, grouped by campaign name and traffic source. Each row shows how a campaign performed from the moment an ad was served through to the sale: impressions, clicks, sessions, conversions, revenue, ad cost, and return on ad spend, side by side.
The value is in seeing the whole chain in one place. Most stores can see that orders happened but cannot easily tie those orders back to the ad spend that earned them. This report closes that gap so you can judge a campaign on efficiency, not just volume.
One distinction worth clearing up: Source here is the origin of the visit (such as google, facebook, or a newsletter), while Campaign Name is the specific campaign you tagged. A single campaign can appear across several sources, which is exactly what lets you compare where a campaign performs best. Return on Ad Spend is the revenue earned for every unit of currency spent, so it reads efficiency rather than total size.
Which Fields Are Included in the Attribution Metrics Report?
These fields let you trace a campaign from ad impression to attributed revenue and measure how efficiently the spend converted.
You can customize the pre-made report by adding, removing, or rearranging fields so the view matches how you evaluate marketing spend.
Important Insights You Can Find in This Report
Is a high-ROAS campaign actually scalable, or is it riding on tiny spend?
A campaign can post an impressive Return on Ad Spend simply because it spent very little and caught a few high-value orders. Read ROAS next to Advertiser Ad Cost and Conversions. A strong ROAS backed by meaningful spend and a healthy conversion count is a candidate to scale. A strong ROAS built on a handful of conversions and near-zero cost is fragile, and pouring budget into it often collapses the number. This tells you which winners are real before you move budget.
Which source makes a campaign work, and which just sends traffic?
Because the same Campaign Name can appear under several sources, you can compare Sessions against Total Revenue for each one. A source might send plenty of sessions while another quietly produces most of the revenue. When one source drives visits but not sales, the issue is usually targeting, audience quality, or a mismatch between the ad promise and the landing experience for that source. Shifting spend toward the revenue-producing source often lifts the campaign without new creative.
Is the ad cost justified by conversions, or only by clicks?
Advertiser Ad Clicks measures interest; Conversions and Total Revenue measure outcome. Compare Advertiser Ad Cost against Conversions rather than clicks alone. A campaign paying for a large volume of clicks that rarely convert is buying attention, not customers, and the cost per conversion will be quietly high even when the click numbers look good. This separates campaigns that attract people from campaigns that attract buyers.
THE ANALYST'S READ: The Signal Most Merchants Miss
ROAS is a single number, and a single number hides where a campaign leaks. Read a row as a funnel instead: Advertiser Ad Impressions, then Advertiser Ad Clicks, then Sessions, then Conversions, then Total Revenue. Two campaigns can share the same ROAS while failing at completely different stages.
Look for two specific gaps. When clicks are high but Sessions are noticeably lower, the loss is happening between the ad click and the tracked visit, which often points to slow landing pages, redirects, or tracking and tagging problems rather than a bad campaign. When Sessions are high but Conversions stay low, the ad and the click worked and the problem is on the site or in the offer.ROAS will not tell you which of these is true, but the drop-off between adjacent columns will. Fixing the leaking stage usually moves revenue faster than raising the bid, so it is worth checking the funnel shape of your best and worst rows before you decide where the money goes.
How Can You Automate the Attribution Metrics Report?
Open the pre-made Attribution Metrics report in Report Pundit. The columns are already configured, so you can save it and set a date range straight away. Apply filters if you want to focus on a single campaign or source.
Once it is set the way you want, schedule it to send automatically on a daily, weekly, or monthly basis, and have it delivered by email or pushed to Google Sheets or Google Drive so the numbers reach you and your team without a rebuild. Exports are available in Excel, CSV, and PDF for sharing or deeper analysis.
Frequently Asked Questions
What is the difference between Attribution Metrics and the Campaign Performance report?
Attribution Metrics groups data by campaign and source together and focuses on ad efficiency, carrying impressions, cost, conversions, and ROAS. Campaign Performance stays at the campaign level with the channel group and includes funnel steps like checkouts and transactions. Use Attribution Metrics to judge spend efficiency by source; use Campaign Performance for campaign-level funnel movement.
How is Return on Ad Spend calculated in this report?
Return on Ad Spend is revenue divided by ad cost, so it shows the revenue earned for each unit of currency spent. A value above one means the tracked revenue exceeded the ad cost for that row.
Where does the data in this report come from?
The report draws on Google Analytics metrics, including sessions, conversions, and ad delivery figures such as impressions, clicks, and cost. Accurate campaign tagging and a connected analytics setup are what make the attribution reliable.
Can I see performance by source as well as by campaign?
Yes. Source is a field in the report, so a single campaign can appear across multiple sources. That lets you compare how the same campaign performs on different platforms and shift budget toward the source producing the revenue.
Can I schedule this report to run automatically?
Yes. You can save the report and set it to send on a daily, weekly, or monthly schedule by email, Google Sheets, or Google Drive, and export it as Excel, CSV, or PDF.