Once you've set up conversion tracking, you'll have access to a handy set of reports about your conversions (those important actions your customers take on your website, such as a purchase or email signup).
Attribution reports show you the paths customers take to complete a conversion, and attribute the conversion to different ads, clicks, and factors along the way.
Attribution reports can give you detailed information about the paths that lead people to conversions for your business. You can see whether certain keywords assisted conversions that eventually happened through other keywords. This gives you a better sense of your potential customers' conversion paths than just looking at the last-clicked keyword.
We'll tell you where to find Attribution reports and what they can tell you below.