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 Ads campaigns and letting advertisers see how it will impact projects prior to switching.

Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. However, advertisers might be reluctant to change their favored attribution model due to uncertainty about how it will affect performance.

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

“Advertisers who change to data-driven attribution from another attribution design generally see a 6% typical increase in conversions. With data-driven attribution, artificial intelligence algorithms assign fractional credit to client touch points which may have previously been underestimated. Smart Bidding can then respond to these chances, leading to performance 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 brand-new tool that will give advertisers a clearer understanding of the results of data-driven attribution before changing to it. The tool is designed to assist marketers feel more positive about switching attribution models.

Data-Driven Attribution Simulation Tool

Google is releasing a new tool to imitate how automated bidding would have responded to data-driven attribution over the past 7 days.

Marketers can use this tool to see how data-driven attribution will impact their accounts prior to giving up their existing attribution design.

Google’s post continues:

“Just like any account modification, understanding what to anticipate is essential. That’s why we will soon be launching a simulation tool to eligible advertisers 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 understand the effects 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:

“Finally, 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 advertisements. We are expanding our support to app conversions and will start supporting Discovery formats (including those in Efficiency Max) next year.

We are dedicated to helping you more properly measure your campaign goals, and to offer you the tools you need to succeed. With continued developments in artificial intelligence and automation, you can feel more confident utilizing data-driven attribution to provide positive marketing outcomes.”

Featured Image: Lemonsoup14/Best SMM Panel