Google is making it easy to change to data-driven attribution for Google Ads campaigns and letting advertisers see how it will affect projects before changing.
Data-driven attribution is the most-used and default attribution for Google Ads campaigns. However, marketers might be reluctant to alter their favored attribution model due to uncertainty about how it will affect performance.
In a post, Google supporters for changing to data-driven attribution, saying advertisers generally experience a boost in conversions compared to their existing attribution model:
“Advertisers who switch to data-driven attribution from another attribution model typically see a 6% average increase in conversions. With data-driven attribution, machine learning algorithms assign fractional credit to customer touch points which may have previously been undervalued. Smart Bidding can then respond to these opportunities, leading to efficiency gains.”
To help more advertisers see similar performance gains, Google is bringing more transparency to how data-driven attribution will affect accounts.
Google is introducing a new tool that will offer advertisers a clearer understanding of the impacts of data-driven attribution before changing to it. The tool is designed to assist advertisers feel more positive about switching attribution models.
Data-Driven Attribution Simulation Tool
Google is introducing a new tool to simulate how automatic bidding would have reacted to data-driven attribution over the past seven days.
Marketers can utilize this tool to see how data-driven attribution will affect their accounts prior to giving up their existing attribution design.
Google’s blog post continues:
“As with any account change, understanding what to expect is key. That’s why we will quickly be launching a simulation tool to qualified advertisers that will allow you to see how automated bidding would have reacted to data-driven attribution over the last 7 days. This will help you comprehend the impacts of data-driven attribution on your account before making the switch.”
Data-Driven Attribution For More Advertisement Types
Google is broadening data-driven attribution to more types of advertisements, starting with app conversions and later adding support to Discovery advertisements:
“Last but not least, we’re continuing to bring data-driven attribution to more marketers and more advertisement types. Historically, data-driven attribution has actually supported Browse, Shopping, Show and Buy YouTube Subscribers advertisements. We are expanding our assistance to app conversions and will start supporting Discovery formats (including those in Performance Max) next year.
We are devoted to assisting you more properly measure your campaign goals, and to offer you the tools you require to be successful. With continued advancements in machine learning and automation, you can feel more positive using data-driven attribution to provide favorable marketing outcomes.”
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