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YouTube Updates Its Analytics Tools

The new YouTube DDA features are now in beta testing with a select group of marketers.
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Francis Scialabba

· less than 3 min read

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Good news for YouTube advertisers: The platform’s analytics tools just got a little more cross functional.

On Tuesday, Google (which owns YouTube, and also all of our hopes and dreams) announced that it’s expanding its range of data-driven attribution (DDA) tools to YouTube.

  • DDA tools, aka the artist formerly known as search attribution tools, help marketers understand how each ad view brings a user closer to a conversion.
  • The new YouTube DDA features are now in beta testing with a select group of marketers.

Why it matters: YouTube’s Google Ads addition gives marketers a few new wrenches in their YouTool boxes.

  • Advertisers can now better understand how video functions in their target audience’s path to purchase—conversion lift metrics were also included in the makeover.
  • Just like Search and Shopping ads, YouTube ads will be featured in Google Ads reports such as Google Ads’s Top Paths, Assisted Conversions, and Path Metrics.

Looking ahead: John Chen, Google Ads’s group product manager of measurement, told Adweek that the new DDA features “will help marketers better focus their online ad-buying activity” across channels.

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