Google Ads Makes It Easy To Change To Data-Driven Attribution

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Google is making it simple to switch to data-driven attribution for Google Ads campaigns and letting advertisers see how it will impact projects before switching.

Data-driven attribution is the most-used and default attribution for Google Ads campaigns. Nevertheless, marketers might be reluctant to change their preferred attribution design due to uncertainty about how it will impact performance.

In a blog post, Google advocates for switching to data-driven attribution, saying advertisers generally experience an increase in conversions compared to their current attribution model:

“Marketers who change to data-driven attribution from another attribution model typically see a 6% average boost in conversions. With data-driven attribution, machine learning algorithms designate fractional credit to consumer touch points which may have previously been undervalued. Smart Bidding can then respond to these opportunities, leading to efficiency gains.”

To help more marketers see similar performance gains, Google is bringing more transparency to how data-driven attribution will impact accounts.

Google is introducing a brand-new tool that will give advertisers a clearer understanding of the effects of data-driven attribution before changing to it. The tool is developed to assist marketers feel more positive about changing attribution models.

Data-Driven Attribution Simulation Tool

Google is introducing a new tool to simulate how automated bidding would have reacted to data-driven attribution over the previous seven days.

Advertisers can use this tool to see how data-driven attribution will affect their accounts before giving up their present attribution design.

Google’s post continues:

“As with any account modification, knowing what to expect is essential. That’s why we will quickly 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 prior to making the switch.”

Data-Driven Attribution For More Advertisement Types

Google is broadening data-driven attribution to more kinds of ads, beginning with app conversions and later on adding support to Discovery ads:

“Finally, we’re continuing to bring data-driven attribution to more marketers and more advertisement types. Historically, data-driven attribution has actually supported Browse, Shopping, Show and Buy YouTube Subscribers ads. 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 assisting you more properly determine your project objectives, and to provide you the tools you require to prosper. With continued improvements in artificial intelligence and automation, you can feel more confident using data-driven attribution to provide favorable marketing outcomes.”

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