Google is making it simple to switch to data-driven attribution for Google Advertising 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. Nevertheless, marketers may be hesitant to change their favored attribution model due to uncertainty about how it will impact efficiency.
In an article, Google supporters for changing to data-driven attribution, stating marketers normally experience an increase in conversions compared to their current attribution design:
“Advertisers who switch to data-driven attribution from another attribution model normally see a 6% typical increase in conversions. With data-driven attribution, artificial intelligence algorithms appoint fractional credit to customer touch points which might have previously been undervalued. Smart Bidding can then respond to these opportunities, resulting in performance gains.”
To help more marketers see comparable performance gains, Google is bringing more transparency to how data-driven attribution will affect accounts.
Google is introducing a brand-new tool that will offer marketers a clearer understanding of the results of data-driven attribution before changing to it. The tool is created to help marketers feel more positive about changing attribution models.
Data-Driven Attribution Simulation Tool
Google is launching a brand-new tool to simulate how automatic bidding would have reacted to data-driven attribution over the previous 7 days.
Marketers can use this tool to see how data-driven attribution will impact their accounts prior to quiting their existing attribution design.
Google’s post continues:
“As with any account modification, knowing what to expect is key. That’s why we will soon be launching a simulation tool to qualified marketers that will permit you to see how automatic bidding would have responded to data-driven attribution over the last 7 days. This will assist you comprehend the effects of data-driven attribution on your account prior to making the switch.”
Data-Driven Attribution For More Advertisement Types
Google is expanding data-driven attribution to more kinds of advertisements, beginning with app conversions and later adding support to Discovery ads:
“Finally, we’re continuing to bring data-driven attribution to more advertisers and more ad types. Historically, data-driven attribution has actually supported Browse, Shopping, Show and Buy YouTube Subscribers advertisements. We are expanding our support to app conversions and will start supporting Discovery formats (including those in Efficiency Max) next year.
We are devoted to helping you more accurately measure your campaign goals, and to offer you the tools you need to prosper. With continued developments in machine learning and automation, you can feel more confident utilizing data-driven attribution to provide positive marketing outcomes.”
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