Google is making it simple to change to data-driven attribution for Google Ads campaigns and letting marketers see how it will impact campaigns before changing.
Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. However, marketers may be hesitant to alter their favored attribution design due to unpredictability about how it will impact performance.
In a blog post, Google supporters for changing to data-driven attribution, saying marketers typically experience an increase in conversions compared to their existing attribution model:
“Advertisers who switch to data-driven attribution from another attribution model typically see a 6% average boost in conversions. With data-driven attribution, artificial intelligence algorithms assign fractional credit to consumer touch points which may have formerly been undervalued. Smart Bidding can then respond to these opportunities, resulting in efficiency gains.”
To assist more marketers see similar efficiency gains, Google is bringing more transparency to how data-driven attribution will impact accounts.
Google is presenting a new tool that will offer marketers a clearer understanding of the results of data-driven attribution prior to switching to it. The tool is designed to assist marketers feel more positive about changing attribution designs.
Data-Driven Attribution Simulation Tool
Google is launching a new tool to simulate how automated bidding would have responded to data-driven attribution over the previous 7 days.
Advertisers can utilize this tool to see how data-driven attribution will affect their accounts before giving up their present attribution design.
Google’s post continues:
“Just like any account change, understanding what to expect is crucial. That’s why we will soon be releasing a simulation tool to eligible advertisers that will permit you to see how automated bidding would have responded 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, starting with app conversions and later including assistance to Discovery advertisements:
“Last but not least, we’re continuing to bring data-driven attribution to more marketers and more advertisement types. Historically, data-driven attribution has actually supported Search, Shopping, Show and Buy YouTube Subscribers ads. We are expanding our support to app conversions and will begin supporting Discovery formats (consisting of those in Performance Max) next year.
We are devoted to assisting you more precisely determine your campaign goals, and to give you the tools you need to succeed. With continued improvements in artificial intelligence and automation, you can feel more positive utilizing data-driven attribution to deliver positive marketing outcomes.”
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