Google is making it easy to change to data-driven attribution for Google Ads campaigns and letting advertisers see how it will affect projects prior to switching.
Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. However, advertisers may be hesitant to alter their preferred attribution model due to uncertainty about how it will impact performance.
In a post, Google supporters for changing to data-driven attribution, stating advertisers typically experience a boost in conversions compared to their existing attribution model:
“Advertisers who switch to data-driven attribution from another attribution design generally see a 6% average increase in conversions. With data-driven attribution, artificial intelligence algorithms appoint fractional credit to customer touch points which might have formerly been underestimated. Smart Bidding can then react to these chances, leading to performance gains.”
To assist more marketers see similar efficiency gains, Google is bringing more openness to how data-driven attribution will affect accounts.
Google is presenting a brand-new tool that will give marketers a clearer understanding of the impacts of data-driven attribution prior to changing to it. The tool is developed to help advertisers feel more confident about changing attribution designs.
Data-Driven Attribution Simulation Tool
Google is introducing a new tool to simulate how automated bidding would have responded to data-driven attribution over the past seven days.
Advertisers can use this tool to see how data-driven attribution will affect their accounts prior to quiting their existing attribution model.
Google’s blog post continues:
“Just like any account change, knowing what to anticipate is essential. That’s why we will soon be launching a simulation tool to qualified marketers that will permit you to see how automated bidding would have responded to data-driven attribution over the last 7 days. This will help you understand the results of data-driven attribution on your account before making the switch.”
Data-Driven Attribution For More Ad Types
Google is broadening data-driven attribution to more types of ads, starting with app conversions and later on including assistance to Discovery advertisements:
“Last but not least, we’re continuing to bring data-driven attribution to more marketers and more ad types. Historically, data-driven attribution has supported Browse, Shopping, Display and Buy YouTube Subscribers advertisements. We are broadening our support to app conversions and will start supporting Discovery formats (including those in Performance Max) next year.
We are committed to assisting you more properly measure your campaign objectives, and to give you the tools you require to prosper. With continued advancements in artificial intelligence and automation, you can feel more positive using data-driven attribution to deliver favorable marketing results.”
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