Google is making it easy to switch to data-driven attribution for Google Ads campaigns and letting marketers see how it will affect campaigns 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 design due to unpredictability about how it will impact performance.
In a post, Google supporters for changing to data-driven attribution, saying marketers usually experience an increase in conversions compared to their current attribution model:
“Advertisers who change to data-driven attribution from another attribution design normally see a 6% typical boost in conversions. With data-driven attribution, machine learning algorithms appoint fractional credit to consumer touch points which might have formerly been undervalued. Smart Bidding can then react to these opportunities, resulting in performance gains.”
To help more marketers see comparable efficiency gains, Google is bringing more openness to how data-driven attribution will impact accounts.
Google is introducing a brand-new tool that will provide marketers a clearer understanding of the effects of data-driven attribution prior to changing to it. The tool is created to assist marketers feel more confident about switching attribution designs.
Data-Driven Attribution Simulation Tool
Google is launching a new tool to mimic how automatic bidding would have responded to data-driven attribution over the past seven days.
Marketers can use this tool to see how data-driven attribution will impact their accounts before giving up their current attribution model.
Google’s article continues:
“As with any account modification, understanding what to anticipate is key. That’s why we will quickly be launching a simulation tool to eligible marketers that will permit you to see how automatic bidding would have reacted to data-driven attribution over the last 7 days. This will assist you comprehend the impacts of data-driven attribution on your account prior to making the switch.”
Data-Driven Attribution For More Advertisement Types
Google is broadening data-driven attribution to more kinds of advertisements, starting with app conversions and later on adding support to Discovery advertisements:
“Lastly, we’re continuing to bring data-driven attribution to more advertisers and more ad types. Historically, data-driven attribution has supported Browse, Shopping, Display and Buy YouTube Subscribers ads. We are expanding our assistance 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 provide you the tools you require to be successful. With continued improvements in machine learning and automation, you can feel more confident utilizing data-driven attribution to provide positive marketing outcomes.”
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