Google is making it simple to change to data-driven attribution for Google Advertising campaigns and letting advertisers see how it will affect projects prior to changing.
Data-driven attribution is the most-used and default attribution for Google Ads campaigns. Nevertheless, advertisers might be hesitant to change their preferred attribution design due to uncertainty about how it will impact efficiency.
In a blog post, Google supporters for changing to data-driven attribution, stating advertisers generally experience an increase in conversions compared to their existing attribution design:
“Marketers 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 respond to these opportunities, leading to performance gains.”
To help more advertisers see comparable performance gains, Google is bringing more transparency to how data-driven attribution will impact accounts.
Google is introducing a brand-new tool that will offer advertisers a clearer understanding of the effects of data-driven attribution prior to changing to it. The tool is developed to help marketers feel more confident about changing attribution designs.
Data-Driven Attribution Simulation Tool
Google is introducing a brand-new tool to replicate how automated bidding would have responded to data-driven attribution over the past 7 days.
Advertisers 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 qualified marketers 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 comprehend 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 kinds 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 Browse, Shopping, Show and Buy YouTube Subscribers ads. We are expanding our support to app conversions and will start supporting Discovery formats (including those in Efficiency Max) next year.
We are committed to assisting you more precisely determine your campaign goals, and to offer you the tools you require to be successful. With continued advancements in machine learning and automation, you can feel more positive using data-driven attribution to provide favorable marketing outcomes.”
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