Google Advertisements Makes It Easy To Switch To Data-Driven Attribution

Posted by

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

Data-driven attribution is the most-used and default attribution for Google Ads campaigns. However, marketers may be reluctant to change their preferred attribution model due to unpredictability about how it will affect performance.

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

“Advertisers who change to data-driven attribution from another attribution design generally 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 react to these chances, leading to performance gains.”

To assist more advertisers see comparable performance gains, Google is bringing more transparency to how data-driven attribution will affect accounts.

Google is introducing a brand-new tool that will provide advertisers a clearer understanding of the impacts of data-driven attribution before changing to it. The tool is developed to help advertisers feel more confident about changing attribution designs.

Data-Driven Attribution Simulation Tool

Google is launching a brand-new tool to simulate how automated bidding would have responded to data-driven attribution over the previous 7 days.

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

Google’s blog post continues:

“Similar to any account change, 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 assist you understand the results of data-driven attribution on your account before making the switch.”

Data-Driven Attribution For More Ad Types

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

“Last but not least, we’re continuing to bring data-driven attribution to more advertisers and more advertisement types. Historically, data-driven attribution has supported Browse, Shopping, Show and Buy YouTube Subscribers advertisements. We are expanding 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 determine your project goals, and to provide you the tools you need to succeed. With continued advancements in machine learning and automation, you can feel more confident utilizing data-driven attribution to provide positive marketing outcomes.”

Included Image: Lemonsoup14/Best SMM Panel