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

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Google is making it simple to change to data-driven attribution for Google Advertising campaigns and letting marketers see how it will affect projects before changing.

Data-driven attribution is the most-used and default attribution for Google Ads campaigns. However, advertisers might be reluctant to alter their preferred attribution model due to uncertainty about how it will affect performance.

In an article, Google advocates for changing to data-driven attribution, saying marketers normally experience an increase in conversions compared to their present attribution model:

“Marketers who switch to data-driven attribution from another attribution design normally see a 6% typical boost in conversions. With data-driven attribution, artificial intelligence algorithms designate fractional credit to client touch points which might have previously been undervalued. Smart Bidding can then respond to these chances, leading to performance gains.”

To assist more marketers see similar performance gains, Google is bringing more openness to how data-driven attribution will impact accounts.

Google is introducing a brand-new tool that will give marketers a clearer understanding of the impacts of data-driven attribution before switching to it. The tool is developed to help marketers feel more confident about switching attribution models.

Data-Driven Attribution Simulation Tool

Google is releasing a new tool to mimic how automated bidding would have reacted to data-driven attribution over the previous seven days.

Advertisers can utilize this tool to see how data-driven attribution will affect their accounts before quiting their existing attribution model.

Google’s blog post continues:

“Just like any account modification, understanding what to expect 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 understand the impacts of data-driven attribution on your account before making the switch.”

Data-Driven Attribution For More Ad Types

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

“Last but not least, we’re continuing to bring data-driven attribution to more advertisers and more ad types. Historically, data-driven attribution has actually supported Browse, Shopping, Show and Buy YouTube Subscribers ads. We are expanding our assistance to app conversions and will begin supporting Discovery formats (consisting of those in Efficiency Max) next year.

We are committed to assisting you more precisely measure your campaign goals, and to give you the tools you need to be successful. With continued developments in machine learning and automation, you can feel more positive utilizing data-driven attribution to provide positive marketing outcomes.”

Featured Image: Lemonsoup14/Best SMM Panel