Google is making it simple to change to data-driven attribution for Google Ads campaigns and letting marketers see how it will affect campaigns before switching.
Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. Nevertheless, marketers may be reluctant to change their favored attribution model due to unpredictability about how it will impact efficiency.
In a post, Google supporters for changing to data-driven attribution, stating marketers typically experience a boost in conversions compared to their current attribution design:
“Marketers who switch to data-driven attribution from another attribution model usually see a 6% average boost in conversions. With data-driven attribution, artificial intelligence algorithms assign fractional credit to customer touch points which may have formerly been undervalued. Smart Bidding can then react to these opportunities, leading to efficiency gains.”
To help more advertisers see comparable efficiency gains, Google is bringing more openness to how data-driven attribution will impact accounts.
Google is introducing a new tool that will offer marketers a clearer understanding of the impacts of data-driven attribution prior to switching to it. The tool is designed to help advertisers feel more positive about switching attribution designs.
Data-Driven Attribution Simulation Tool
Google is launching a new tool to simulate how automatic bidding would have reacted to data-driven attribution over the past 7 days.
Advertisers can use this tool to see how data-driven attribution will impact their accounts before giving up their present attribution model.
Google’s post continues:
“Just like any account modification, knowing what to anticipate is key. That’s why we will quickly be launching a simulation tool to qualified advertisers that will enable you to see how automated bidding would have responded to data-driven attribution over the last 7 days. This will assist you understand the impacts 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 types of ads, beginning with app conversions and later including assistance to Discovery ads:
“Last but not least, we’re continuing to bring data-driven attribution to more advertisers and more ad types. Historically, data-driven attribution has actually supported Browse, Shopping, Display and Buy YouTube Subscribers ads. We are broadening our support to app conversions and will begin supporting Discovery formats (consisting of those in Efficiency Max) next year.
We are committed to assisting you more precisely measure your project goals, and to offer you the tools you need to be successful. With continued developments in machine learning and automation, you can feel more positive using data-driven attribution to provide favorable marketing outcomes.”
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