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The attribution report shows conversions, revenue, ROAS, and spend by marketing channel, campaign, ad set, and ad, under the attribution model you choose. It is the report to open when the question is where conversions came from, which campaign is worth more money, or whether a channel is carrying its cost. The credit here is weighted across a customer’s whole path, not handed to the last click. See Attribution models for how the division works.

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The four tabs

The tabs are a hierarchy: Channels, Campaigns, Ad sets, Ads. Ticking rows on one tab narrows the tabs below it. Select two channels, move to Campaigns, and you are already looking at just those channels’ campaigns — no waiting, because the whole report arrived in one pass. Selections never affect the tab above, so the level you are reading always has trustworthy totals.

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Changing the model

The model selector changes every number in the report. A campaign that looks profitable on last touch can look mediocre on linear, and neither is a mistake — they answer different questions.
Compare two models on the same period before you act on either. A channel whose ranking barely moves between models is a safer bet than one that only looks good under the model that flatters it.

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Reading ROAS

ROAS here divides attributed revenue by the spend Soran knows about, so it is only as complete as your connected ad accounts. A channel with revenue and no spend is usually an unconnected account rather than free traffic.

Reports overview

What the other reports answer, and what they all share.