Google is making it simple to change to data-driven attribution for Google Advertising campaigns and letting advertisers see how it will impact campaigns prior to changing.
Data-driven attribution is the most-used and default attribution for Google Ads campaigns. Nevertheless, marketers may be reluctant to alter their favored attribution design due to uncertainty about how it will affect performance.
In a blog post, Google supporters for switching to data-driven attribution, saying advertisers 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% typical increase in conversions. With data-driven attribution, machine learning algorithms designate fractional credit to customer touch points which may have formerly been undervalued. Smart Bidding can then respond to these chances, leading to efficiency gains.”
To help more marketers see comparable efficiency gains, Google is bringing more openness to how data-driven attribution will impact accounts.
Google is presenting a brand-new tool that will provide marketers a clearer understanding of the impacts of data-driven attribution prior to switching to it. The tool is designed to assist marketers feel more positive about changing 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 past seven days.
Marketers can use this tool to see how data-driven attribution will impact their accounts prior to quiting their current attribution design.
Google’s blog post continues:
“As with any account change, knowing what to anticipate is essential. That’s why we will soon be introducing a simulation tool to eligible advertisers that will permit you to see how automatic bidding would have reacted to data-driven attribution over the last 7 days. This will assist you comprehend the results of data-driven attribution on your account prior to making the switch.”
Data-Driven Attribution For More Advertisement Types
Google is expanding data-driven attribution to more kinds of advertisements, starting with app conversions and later including support to Discovery ads:
“Finally, 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 ads. We are broadening our support to app conversions and will begin supporting Discovery formats (consisting of those in Performance Max) next year.
We are committed to helping you more properly measure your campaign objectives, and to provide you the tools you need to succeed. With continued developments in machine learning and automation, you can feel more positive utilizing data-driven attribution to deliver favorable marketing results.”
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