Google is making it easy to switch to data-driven attribution for Google Ads campaigns and letting marketers see how it will impact projects prior to switching.
Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. Nevertheless, marketers may be reluctant to change their favored attribution model due to uncertainty about how it will affect performance.
In a blog post, Google supporters for changing to data-driven attribution, stating marketers generally experience a boost in conversions compared to their existing attribution model:
“Marketers who change to data-driven attribution from another attribution model usually see a 6% average increase in conversions. With data-driven attribution, machine learning algorithms assign fractional credit to consumer touch points which might have formerly been undervalued. Smart Bidding can then respond to these chances, leading to efficiency gains.”
To help more marketers see comparable performance gains, Google is bringing more openness to how data-driven attribution will impact accounts.
Google is presenting a brand-new tool that will offer marketers a clearer understanding of the impacts of data-driven attribution prior to changing to it. The tool is developed to assist advertisers feel more confident about switching attribution models.
Data-Driven Attribution Simulation Tool
Google is introducing a new tool to replicate how automatic bidding would have responded to data-driven attribution over the past 7 days.
Marketers can use this tool to see how data-driven attribution will affect their accounts prior to quiting their present attribution model.
Google’s blog post continues:
“As with any account modification, knowing what to anticipate is key. That’s why we will quickly be launching a simulation tool to qualified advertisers that will permit you to see how automatic bidding would have responded to data-driven attribution over the last 7 days. This will assist you understand the impacts of data-driven attribution on your account before making the switch.”
Data-Driven Attribution For More Ad Types
Google is broadening data-driven attribution to more types of ads, beginning with app conversions and later on adding support to Discovery advertisements:
“Last but not least, we’re continuing to bring data-driven attribution to more advertisers and more advertisement types. Historically, data-driven attribution has supported Browse, Shopping, Display and Buy YouTube Subscribers ads. We are broadening our assistance to app conversions and will begin supporting Discovery formats (including those in Performance Max) next year.
We are devoted to helping you more properly determine your campaign goals, and to provide you the tools you need to be successful. With continued improvements in artificial intelligence and automation, you can feel more positive using data-driven attribution to deliver favorable marketing outcomes.”
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