Google Ads Makes It Easy To Change 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 impact campaigns before changing.

Data-driven attribution is the most-used and default attribution for Google Ads campaigns. However, advertisers may be hesitant to alter their preferred attribution design due to unpredictability about how it will affect performance.

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

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

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

Google is presenting a new tool that will give advertisers a clearer understanding of the effects of data-driven attribution prior to switching to it. The tool is developed to assist advertisers feel more confident about changing attribution models.

Data-Driven Attribution Simulation Tool

Google is releasing a new tool to imitate how automatic 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 before quiting their present attribution model.

Google’s post continues:

“Just like any account modification, knowing what to anticipate is crucial. That’s why we will quickly be launching 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 understand the impacts 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 advertisers and more advertisement types. Historically, data-driven attribution has actually supported Browse, Shopping, Display and Buy YouTube Subscribers advertisements. We are broadening our assistance to app conversions and will begin supporting Discovery formats (including those in Efficiency Max) next year.

We are dedicated to assisting you more accurately measure your campaign goals, and to give you the tools you need to prosper. With continued advancements in machine learning and automation, you can feel more confident using data-driven attribution to deliver favorable marketing outcomes.”

Included Image: Lemonsoup14/Best SMM Panel