Google Ads Makes It Easy To Change To Data-Driven Attribution

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Google is making it easy to change to data-driven attribution for Google Advertising campaigns and letting marketers see how it will affect campaigns prior to changing.

Data-driven attribution is the most-used and default attribution for Google Ads campaigns. Nevertheless, marketers might be reluctant to change their favored attribution model due to uncertainty about how it will impact performance.

In a post, Google advocates for switching to data-driven attribution, stating marketers generally experience an increase in conversions compared to their existing attribution design:

“Marketers who change to data-driven attribution from another attribution design typically see a 6% typical boost in conversions. With data-driven attribution, machine learning algorithms designate fractional credit to client touch points which may have previously been undervalued. Smart Bidding can then respond to these opportunities, leading to performance gains.”

To assist more advertisers see similar performance 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 prior to changing to it. The tool is designed to help advertisers feel more positive about switching attribution designs.

Data-Driven Attribution Simulation Tool

Google is releasing a new tool to mimic how automatic bidding would have reacted to data-driven attribution over the past seven days.

Marketers can utilize this tool to see how data-driven attribution will impact their accounts before giving up their present attribution design.

Google’s article continues:

“As with any account modification, knowing what to anticipate is key. That’s why we will soon be launching a simulation tool to eligible advertisers that will permit you to see how automated bidding would have reacted 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 Advertisement Types

Google is expanding data-driven attribution to more types of advertisements, beginning with app conversions and later including support to Discovery ads:

“Lastly, we’re continuing to bring data-driven attribution to more advertisers and more advertisement types. Historically, data-driven attribution has supported Search, Shopping, Display and Buy YouTube Subscribers ads. We are expanding our support to app conversions and will begin supporting Discovery formats (consisting of those in Efficiency Max) next year.

We are devoted to helping you more precisely determine your campaign goals, and to give you the tools you require to succeed. With continued improvements in artificial intelligence and automation, you can feel more positive using data-driven attribution to deliver favorable marketing outcomes.”

Featured Image: Lemonsoup14/Best SMM Panel