DTC brands have historically been amongst the highest spending advertisers across the entirety of the Google Ads ecosystem – encompassing search, shopping, display, and YouTube. The latter two channels often play an assisting role in the purchase journey, operating predominantly as early-stage touchpoints for brands. However, the true-value of display and YouTube is often not visible using the default last-click model, where typically search and shopping campaigns get much of the credit. This is potentially problematic as it keeps advertisers guessing as to the true value of historically “upper funnel” channels, and can lead to an imbalance in marketing investment within the funnel. However, that need not be the case much longer with Google’s new cross-network attribution capabilities. Advertisers utilising the data-driven model of attribution can now better understand how display and YouTube campaigns drive engagements and clicks that initiate purchase journeys and conversions down-funnel.