What You'll Learn
Why Google Ads attribution misleads B2B marketers
How to implement revenue-based attribution for Google Ads
Setting up Enhanced Conversions and Offline Conversion Import
Advanced strategies for B2B and long sales cycles
Connecting Google Ads to actual revenue, not just form fills
Table of Contents
The Google Ads Attribution Problem
Understanding Google's Attribution Models
Revenue-Based Setup Guide
Enhanced Conversions Implementation
Offline Conversion Tracking
Advanced B2B Strategies
Troubleshooting & Optimization
The Google Ads Attribution Problem
What Google Doesn't Tell You
Google Ads is optimized for e-commerce, not B2B revenue. This creates massive problems:
1. Last-Click Bias
Google claims 100% credit for conversions
Ignores all other touchpoints in the journey
Makes your other channels look worthless
2. Short Attribution Windows
Default: 30 days click, 1 day view
B2B sales cycles: 3-12+ months
You're missing 70%+ of your conversions
3. Form Fills ≠ Revenue
Google optimizes for cheap conversions
Your "best performing" campaigns might generate £0
Smart Bidding learns the wrong patterns
The Real Cost
What Actually Happens:
Google's View:
Keyword A: 100 conversions at £50 each = Amazing! ⭐
Keyword B: 10 conversions at £200 each = Expensive! ❌
Reality (with revenue data):
Keyword A: 100 conversions → 2 customers → £10k revenue
Keyword B: 10 conversions → 8 customers → £400k revenue
You're literally optimizing for failure.