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Let’s state a fact: Google Ads in 2025 runs on automation. From Smart Bidding and Responsive Search Ads to Performance Max and upcoming AI-driven campaign types, machine learning now determines how ads are served and how budgets are distributed. But automation is only as strong as the data that powers it and how well advertisers understand the journey behind each conversion.
That’s where attribution paths (formerly, “conversion paths”) come in. They show how people actually move from the first ad click to the final step, highlighting how…
