Google Ads Makes It Easy To Switch To Data-Driven Attribution

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Google is making it simple to switch to data-driven attribution for Google Advertising campaigns and letting advertisers see how it will affect campaigns before changing.

Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. However, marketers might be reluctant to alter their preferred attribution model due to unpredictability about how it will impact efficiency.

In a blog post, Google supporters for switching to data-driven attribution, saying marketers normally experience an increase in conversions compared to their present attribution design:

“Advertisers who switch to data-driven attribution from another attribution design normally see a 6% typical boost in conversions. With data-driven attribution, artificial intelligence algorithms assign fractional credit to consumer touch points which might have previously been underestimated. Smart Bidding can then react to these chances, resulting in performance gains.”

To assist more advertisers see similar performance gains, Google is bringing more openness to how data-driven attribution will impact accounts.

Google is introducing a brand-new tool that will give marketers a clearer understanding of the results of data-driven attribution prior to switching to it. The tool is developed to assist marketers feel more positive about switching attribution designs.

Data-Driven Attribution Simulation Tool

Google is launching a brand-new tool to simulate how automatic bidding would have reacted to data-driven attribution over the past 7 days.

Marketers can use this tool to see how data-driven attribution will affect their accounts prior to quiting their existing attribution model.

Google’s post continues:

“Just like any account modification, understanding what to expect is crucial. That’s why we will quickly be releasing a simulation tool to eligible advertisers that will enable you to see how automatic bidding would have responded to data-driven attribution over the last 7 days. This will help 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 types of ads, starting with app conversions and later on adding assistance to Discovery ads:

“Lastly, we’re continuing to bring data-driven attribution to more marketers and more advertisement types. Historically, data-driven attribution has actually supported Search, Shopping, Show and Buy YouTube Subscribers advertisements. We are expanding our support to app conversions and will start supporting Discovery formats (including those in Efficiency Max) next year.

We are committed to assisting you more precisely determine your campaign objectives, and to offer you the tools you require to be successful. With continued improvements in artificial intelligence and automation, you can feel more positive utilizing data-driven attribution to deliver positive marketing outcomes.”

Included Image: Lemonsoup14/Best SMM Panel