Google is making it simple to change to data-driven attribution for Google Ads campaigns and letting marketers see how it will impact campaigns before changing.
Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. Nevertheless, advertisers may be reluctant to alter their favored attribution model due to unpredictability about how it will affect performance.
In an article, Google supporters for changing to data-driven attribution, stating marketers generally experience an increase in conversions compared to their existing attribution design:
“Marketers who switch to data-driven attribution from another attribution design generally see a 6% average increase in conversions. With data-driven attribution, machine learning algorithms designate fractional credit to consumer touch points which might have previously been underestimated. Smart Bidding can then react to these opportunities, leading to efficiency gains.”
To assist more marketers see comparable performance gains, Google is bringing more openness to how data-driven attribution will affect accounts.
Google is presenting a new tool that will offer advertisers a clearer understanding of the impacts of data-driven attribution before switching to it. The tool is developed to assist marketers feel more confident about changing attribution designs.
Data-Driven Attribution Simulation Tool
Google is introducing a brand-new tool to simulate how automated bidding would have reacted to data-driven attribution over the previous 7 days.
Advertisers can use this tool to see how data-driven attribution will affect their accounts prior to giving up their present attribution model.
Google’s 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 qualified advertisers that will allow you to see how automatic bidding would have responded to data-driven attribution over the last 7 days. This will help you comprehend the impacts of data-driven attribution on your account before making the switch.”
Data-Driven Attribution For More Advertisement Types
Google is broadening data-driven attribution to more types of advertisements, beginning with app conversions and later on including support to Discovery advertisements:
“Lastly, we’re continuing to bring data-driven attribution to more advertisers and more ad types. Historically, data-driven attribution has supported Search, 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 helping you more accurately measure your project goals, and to give you the tools you need to be successful. With continued developments in machine learning and automation, you can feel more confident utilizing data-driven attribution to provide positive marketing outcomes.”
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