Google is making it easy to change to data-driven attribution for Google Advertising campaigns and letting marketers see how it will impact campaigns before switching.
Data-driven attribution is the most-used and default attribution for Google Ads campaigns. Nevertheless, advertisers may be reluctant to alter their favored attribution design due to unpredictability about how it will affect performance.
In a post, Google supporters for switching to data-driven attribution, saying marketers usually experience a boost in conversions compared to their present attribution model:
“Advertisers who change to data-driven attribution from another attribution model typically see a 6% typical boost in conversions. With data-driven attribution, artificial intelligence algorithms appoint fractional credit to client touch points which may have previously been underestimated. 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 impact accounts.
Google is presenting a new tool that will offer advertisers a clearer understanding of the impacts of data-driven attribution before switching to it. The tool is developed to help advertisers feel more positive about switching attribution designs.
Data-Driven Attribution Simulation Tool
Google is launching a brand-new tool to imitate how automated bidding would have reacted to data-driven attribution over the past 7 days.
Marketers can use this tool to see how data-driven attribution will affect their accounts before quiting their present attribution model.
Google’s blog post continues:
“As with any account change, understanding what to expect is crucial. That’s why we will soon 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 assist you understand the impacts 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 ads, beginning with app conversions and later on adding support 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 expanding our assistance to app conversions and will start supporting Discovery formats (including those in Performance Max) next year.
We are devoted to assisting you more accurately determine your campaign objectives, and to give you the tools you require to succeed. With continued advancements in machine learning and automation, you can feel more confident using data-driven attribution to provide favorable marketing results.”
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