Google is making it easy to switch to data-driven attribution for Google Ads campaigns and letting advertisers see how it will affect projects before changing.
Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. Nevertheless, marketers may be hesitant to alter their favored attribution model due to unpredictability about how it will impact efficiency.
In a post, Google supporters for switching 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 model generally see a 6% average increase in conversions. With data-driven attribution, artificial intelligence algorithms appoint fractional credit to client touch points which may have previously been undervalued. Smart Bidding can then react to these chances, leading to efficiency gains.”
To help more marketers see similar efficiency gains, Google is bringing more transparency 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 prior to changing to it. The tool is developed to assist marketers feel more confident about changing attribution models.
Data-Driven Attribution Simulation Tool
Google is releasing a brand-new tool to simulate how automated bidding would have responded to data-driven attribution over the previous seven days.
Marketers can utilize this tool to see how data-driven attribution will affect their accounts before quiting their current attribution design.
Google’s post continues:
“Similar to any account modification, knowing what to anticipate is key. That’s why we will soon be releasing a simulation tool to eligible marketers that will permit you to see how automatic bidding would have responded to data-driven attribution over the last 7 days. This will assist you comprehend the effects 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 advertisements, beginning with app conversions and later adding support to Discovery ads:
“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 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 devoted to helping you more precisely measure your campaign goals, and to offer you the tools you require to succeed. With continued advancements in machine learning and automation, you can feel more confident utilizing data-driven attribution to deliver favorable marketing results.”
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