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 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 Ads campaigns. However, advertisers may be hesitant to change their preferred attribution model due to uncertainty about how it will impact performance.

In an article, Google supporters for switching to data-driven attribution, saying advertisers usually experience an increase in conversions compared to their existing attribution design:

“Marketers who change to data-driven attribution from another attribution model typically see a 6% average increase in conversions. With data-driven attribution, artificial intelligence algorithms designate fractional credit to consumer touch points which may have previously been undervalued. Smart Bidding can then respond to these opportunities, leading to efficiency gains.”

To assist more marketers see similar efficiency gains, Google is bringing more transparency to how data-driven attribution will impact accounts.

Google is introducing a new tool that will give advertisers a clearer understanding of the results of data-driven attribution prior to changing to it. The tool is created to help marketers feel more confident about changing attribution designs.

Data-Driven Attribution Simulation Tool

Google is launching a brand-new tool to replicate how automatic bidding would have responded to data-driven attribution over the past seven days.

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

Google’s article continues:

“Similar to any account change, knowing what to expect is essential. That’s why we will soon be releasing a simulation tool to eligible advertisers that will enable you to see how automatic bidding would have reacted to data-driven attribution over the last 7 days. This will help you comprehend the results of data-driven attribution on your account before making the switch.”

Data-Driven Attribution For More Advertisement Types

Google is broadening data-driven attribution to more kinds of advertisements, starting with app conversions and later on adding assistance to Discovery advertisements:

“Last but not least, we’re continuing to bring data-driven attribution to more marketers and more ad types. Historically, data-driven attribution has actually supported Search, 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 dedicated to assisting you more accurately measure your project goals, and to offer you the tools you need to be successful. With continued improvements in artificial intelligence and automation, you can feel more confident using data-driven attribution to deliver positive marketing outcomes.”

Featured Image: Lemonsoup14/Best SMM Panel