Google is making it simple to change to data-driven attribution for Google Ads campaigns and letting marketers see how it will affect campaigns before changing.
Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. Nevertheless, advertisers might be hesitant to change their preferred attribution design due to unpredictability about how it will affect performance.
In a blog post, Google advocates for switching to data-driven attribution, saying advertisers usually experience an increase in conversions compared to their current attribution design:
“Advertisers who switch to data-driven attribution from another attribution model typically see a 6% average boost in conversions. With data-driven attribution, machine learning algorithms designate fractional credit to consumer touch points which might have previously been undervalued. Smart Bidding can then respond to these chances, resulting in 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 offer marketers a clearer understanding of the impacts of data-driven attribution before changing to it. The tool is developed to assist marketers feel more positive about switching attribution models.
Data-Driven Attribution Simulation Tool
Google is introducing a brand-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 impact their accounts before quiting their present attribution model.
Google’s blog post continues:
“As with any account modification, knowing what to anticipate is essential. That’s why we will quickly be launching a simulation tool to eligible marketers that will allow you to see how automatic bidding would have responded to data-driven attribution over the last 7 days. This will assist you understand the results of data-driven attribution on your account before making the switch.”
Data-Driven Attribution For More Advertisement Types
Google is expanding data-driven attribution to more types of ads, starting with app conversions and later including support to Discovery ads:
“Finally, we’re continuing to bring data-driven attribution to more advertisers and more advertisement types. Historically, data-driven attribution has supported Search, Shopping, Display and Buy YouTube Subscribers advertisements. We are broadening our support to app conversions and will begin supporting Discovery formats (consisting of those in Performance Max) next year.
We are devoted to helping you more accurately determine your project goals, and to offer you the tools you require to prosper. With continued advancements in machine learning and automation, you can feel more confident using data-driven attribution to deliver positive marketing results.”
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