Google is making it easy to switch to data-driven attribution for Google Ads campaigns and letting marketers see how it will affect projects prior to changing.
Data-driven attribution is the most-used and default attribution for Google Ads campaigns. However, advertisers may be reluctant to change their favored attribution model due to uncertainty about how it will impact performance.
In a post, Google supporters for changing to data-driven attribution, stating marketers typically experience a boost in conversions compared to their current attribution design:
“Advertisers who switch to data-driven attribution from another attribution model generally see a 6% average increase in conversions. With data-driven attribution, artificial intelligence algorithms assign fractional credit to client touch points which might have formerly been underestimated. Smart Bidding can then react to these opportunities, leading to efficiency gains.”
To assist more advertisers see similar efficiency gains, Google is bringing more transparency to how data-driven attribution will affect accounts.
Google is introducing a new tool that will offer advertisers a clearer understanding of the impacts of data-driven attribution prior to changing to it. The tool is designed to assist advertisers feel more confident about changing attribution designs.
Data-Driven Attribution Simulation Tool
Google is launching a new tool to replicate how automatic bidding would have responded to data-driven attribution over the previous seven 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 article continues:
“Just like any account change, understanding what to expect is crucial. That’s why we will soon be introducing a simulation tool to qualified marketers that will enable you to see how automatic bidding would have responded to data-driven attribution over the last 7 days. This will assist you comprehend the impacts 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 types of ads, starting with app conversions and later on including support to Discovery advertisements:
“Lastly, we’re continuing to bring data-driven attribution to more marketers and more ad types. Historically, data-driven attribution has supported Search, Shopping, Display and Buy YouTube Subscribers ads. We are broadening our support to app conversions and will start supporting Discovery formats (consisting of those in Efficiency Max) next year.
We are dedicated to helping you more properly measure your campaign objectives, and to give you the tools you need to succeed. With continued improvements in artificial intelligence and automation, you can feel more positive using data-driven attribution to provide favorable marketing results.”
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