Google is making it simple to change to data-driven attribution for Google Advertising campaigns and letting marketers see how it will impact projects before changing.
Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. However, marketers might be hesitant to alter their favored attribution model due to unpredictability about how it will impact efficiency.
In a blog post, Google supporters for changing to data-driven attribution, saying marketers usually experience a boost in conversions compared to their existing attribution model:
“Advertisers who change to data-driven attribution from another attribution design typically see a 6% average increase in conversions. With data-driven attribution, machine learning algorithms appoint fractional credit to consumer touch points which might have previously been undervalued. Smart Bidding can then respond to these opportunities, leading to performance gains.”
To help more marketers see comparable efficiency gains, Google is bringing more transparency to how data-driven attribution will affect accounts.
Google is introducing a new tool that will give advertisers a clearer understanding of the effects of data-driven attribution before switching to it. The tool is designed 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 responded to data-driven attribution over the past seven days.
Marketers can utilize this tool to see how data-driven attribution will impact their accounts prior to quiting their existing attribution model.
Google’s post continues:
“As with any account modification, understanding what to anticipate is crucial. That’s why we will quickly be launching a simulation tool to eligible marketers that will allow 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 Ad Types
Google is expanding data-driven attribution to more types of advertisements, starting with app conversions and later adding support to Discovery advertisements:
“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, Display and Buy YouTube Subscribers advertisements. We are expanding our support to app conversions and will begin supporting Discovery formats (including those in Performance Max) next year.
We are committed to assisting you more accurately measure your campaign objectives, and to provide you the tools you need to succeed. With continued advancements in artificial intelligence and automation, you can feel more positive using data-driven attribution to deliver positive marketing outcomes.”
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