Attribution Analytics product scope
Three new GA Attribution Analytics features launched globally:
1. Performance Comparison (Merged 2 concepts)
Introduces comparative attribution metrics across funnel stages and attribution windows (CTA vs VTA)
2. Time to Conversion
Introduces time-based attribution metrics
Show when conversions accumulate over time (CTA vs VTA)
3. Touchpoint to Conversion
Introduces path-based attribution metrics
Show how multiple campaigns contribute via sequence and combination
Define goals and strategies
Decision goal
Make correct product decisions under high uncertainty
What we optimize for
Interpretability
can advertisers understand the data
Reliability
is it stable and decision-safe
Actionability
can advertisers decide what to do next
How we design toward it
Key strategies: Metrics/dimensions; granularity/aggregation; visualization; in-product education; insight-to-action
Explore broadly before committing to one direction
6-week research sprint (Design + PM + DS+ Research)
10
concepts explored in parallel
33
rapid iterations
65+
validated hypotheses
Focus: comprehension and value across metrics/dimensions, visualization, education, actionability
Execution choices
- Real advertiser data in 60+ interactive prototypes (customized per account)
- Prototyping balanced speed, data flexibility, visualization capability
Outcome
All concepts moved from ambiguous to concrete; improved on interpretability, reliability, actionability
Time to Conversion — key iterations and decisions
Final decision
Define when value shows up using a small set of representative time signals, rather than granular breakdowns
Key challenge
Identifying the right metrics, dimensions, and visualizations that explain conversion timing accurately without overwhelming users
Key design decisions
Removed funnel position and event-type breakdowns
Focused on representative time signals (Average days, 80% of conversions)
Anchored conversion timing to revenue to reflect business impact
Prioritized table-first views for advanced users, supported by simplified visuals
Why this scales
Supports different advertiser maturity levels while improving interpretability, reliability, and actionability
Iteration gallery
Ads Path Analysis — key iterations and decisions
Initial hypothesis
Ad touchpoint paths could explain TikTok’s multi-touch conversion value
Key constraint
Objective-level paths were unstable due to data quality and scalability issues
Parallel validation
- Direction A: Explored a more stable multi-touch signal (ad frequency)
- Direction B: Validated whether path sequencing was valuable
Final decisions
- Keep path sequence metric; shift dimension to campaign-level, anchored to conversion revenue
- Spin off ad frequency journey as a new roadmap feature
Iteration gallery
Build interpretability through in-product education
Challenge
New metrics → no mental model → confusion + misuse risk
Design judgments
Interpretability must be designed in, not explained laterInterpretability is the foundation for reliability + actionability
Key strategies
1. Consistent information architecture
2. Progressive disclosure
3. Smart defaults
4. Interactive introductions
5. Contextual narratives
6. Clear communication of data quality, coverage, and limitations
Turn insights into action with structured decision support
Challenge
New insights take time to digest→ unfamiliar metrics and cross-checking needed → insights do not naturally translate into action
Design judgments
Actionability must be designed, not assumedInsights create value only when they change decisions
Approach
Led XFN workshop with 7 teams; Defined 17 actionable themes across MVP features
Key strategies
Strategy 1: Valuable, personalized, measurable recommendations in the right scenarios
Strategy 2: Holistic measurement guidance when optimization is premature
Impact
Most initiatives added to roadmap; some in development before my departure
Scale education across all touchpoints to drive adoption
Design judgment
A measurement system works only if interpretability, reliability, actionability are understood consistently across touchpoints
Approach
One narrative across product + internal enablement + external education (Design + Content Design + GTM)
Key efforts
In-product
Education patterns embedded in the product experience
Internal
Sales + Measurement training aligned
External
Help Center + launch materials aligned
System-level impact
- NPS in global training: 48 → 84 (+36 points)
- Teams consistently described the product as intuitive, reliable, and actionable
Help center articles
PR launch marerials