Google is making it easy to change to data-driven attribution for Google Ads campaigns and letting advertisers see how it will impact projects prior to switching.
Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. However, marketers might be hesitant to change their favored attribution design due to uncertainty about how it will affect performance.
In a post, Google supporters for changing to data-driven attribution, stating advertisers usually experience a boost in conversions compared to their existing attribution design:
“Marketers who change 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 customer touch points which might have previously been undervalued. Smart Bidding can then respond to these chances, resulting in efficiency gains.”
To assist more advertisers see comparable efficiency gains, Google is bringing more transparency to how data-driven attribution will affect accounts.
Google is presenting a new tool that will offer marketers a clearer understanding of the results of data-driven attribution before changing to it. The tool is created to assist advertisers feel more positive about switching attribution models.
Data-Driven Attribution Simulation Tool
Google is introducing a new tool to imitate how automatic bidding would have responded to data-driven attribution over the previous 7 days.
Marketers can use this tool to see how data-driven attribution will impact their accounts before quiting their existing attribution model.
Google’s blog post continues:
“As with any account modification, understanding what to expect is key. That’s why we will soon be releasing a simulation tool to eligible marketers that will permit you to see how automated 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 prior to making the switch.”
Data-Driven Attribution For More Ad Types
Google is expanding data-driven attribution to more kinds of ads, beginning 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 advertisers and more advertisement types. Historically, data-driven attribution has supported Browse, Shopping, Display and Buy YouTube Subscribers advertisements. We are broadening our assistance to app conversions and will begin supporting Discovery formats (consisting of those in Performance Max) next year.
We are dedicated to assisting you more properly determine your campaign objectives, and to give you the tools you need to be successful. With continued advancements in artificial intelligence and automation, you can feel more confident utilizing data-driven attribution to provide favorable marketing results.”
Included Image: Lemonsoup14/Best SMM Panel