Google Ads Makes It Easy To Switch To Data-Driven Attribution

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Google is making it easy to change to data-driven attribution for Google Advertising campaigns and letting marketers see how it will impact campaigns before 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 unpredictability about how it will affect performance.

In a blog post, Google supporters for switching to data-driven attribution, saying advertisers typically experience a boost in conversions compared to their current attribution model:

“Advertisers who switch to data-driven attribution from another attribution model normally see a 6% typical increase in conversions. With data-driven attribution, machine learning algorithms designate fractional credit to customer touch points which might have formerly been underestimated. Smart Bidding can then react to these chances, leading to efficiency gains.”

To help more advertisers see similar efficiency gains, Google is bringing more openness to how data-driven attribution will affect accounts.

Google is presenting a new tool that will provide advertisers a clearer understanding of the results of data-driven attribution before switching to it. The tool is designed to assist advertisers feel more positive about changing attribution models.

Data-Driven Attribution Simulation Tool

Google is launching a new tool to mimic how automatic bidding would have reacted to data-driven attribution over the past 7 days.

Marketers can use this tool to see how data-driven attribution will impact their accounts prior to quiting their existing attribution design.

Google’s blog post continues:

“As with any account modification, knowing what to anticipate is essential. That’s why we will soon be introducing a simulation tool to eligible advertisers that will enable you to see how automated bidding would have responded to data-driven attribution over the last 7 days. This will help you comprehend the results of data-driven attribution on your account prior to making the switch.”

Data-Driven Attribution For More Ad Types

Google is broadening data-driven attribution to more kinds of advertisements, beginning with app conversions and later on including support to Discovery ads:

“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, Display and Buy YouTube Subscribers advertisements. We are expanding our support to app conversions and will begin supporting Discovery formats (including those in Performance Max) next year.

We are devoted to assisting you more properly measure your project objectives, and to offer you the tools you require to succeed. With continued developments in machine learning and automation, you can feel more positive using data-driven attribution to deliver positive marketing results.”

Featured Image: Lemonsoup14/Best SMM Panel