Google is making it simple to switch to data-driven attribution for Google Ads campaigns and letting advertisers see how it will impact campaigns prior to switching.
Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. However, marketers might be hesitant to change their favored attribution design due to uncertainty about how it will affect efficiency.
In a post, Google supporters for switching to data-driven attribution, stating marketers usually experience an increase in conversions compared to their current attribution model:
“Advertisers who switch to data-driven attribution from another attribution design usually see a 6% typical increase 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 assist more marketers see similar performance gains, Google is bringing more openness to how data-driven attribution will impact accounts.
Google is presenting a new tool that will give advertisers a clearer understanding of the impacts of data-driven attribution before switching to it. The tool is developed to assist marketers feel more positive about switching attribution models.
Data-Driven Attribution Simulation Tool
Google is releasing a brand-new tool to imitate how automated bidding would have reacted to data-driven attribution over the past 7 days.
Advertisers can utilize this tool to see how data-driven attribution will affect their accounts prior to giving up their present attribution design.
Google’s blog post continues:
“Just like any account modification, understanding what to expect is crucial. That’s why we will soon be launching a simulation tool to eligible marketers that will enable 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 Advertisement Types
Google is broadening data-driven attribution to more kinds of advertisements, beginning with app conversions and later adding assistance to Discovery ads:
“Last but not least, we’re continuing to bring data-driven attribution to more advertisers and more ad types. Historically, data-driven attribution has actually supported Search, Shopping, Display and Buy YouTube Subscribers advertisements. We are broadening our support to app conversions and will start supporting Discovery formats (consisting of those in Performance Max) next year.
We are committed to helping you more precisely determine your project objectives, and to provide you the tools you need to be successful. With continued developments in machine learning and automation, you can feel more positive utilizing data-driven attribution to provide favorable marketing results.”
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