Google Advertisements Makes It Easy To Switch To Data-Driven Attribution

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Google is making it simple to change to data-driven attribution for Google Advertising campaigns and letting advertisers see how it will affect campaigns prior to switching.

Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. However, marketers may be reluctant to change their favored attribution model due to uncertainty about how it will affect efficiency.

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

“Marketers who switch to data-driven attribution from another attribution design usually see a 6% average increase in conversions. With data-driven attribution, artificial intelligence algorithms appoint fractional credit to client touch points which might have previously been undervalued. Smart Bidding can then react to these chances, 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 introducing a brand-new tool that will give marketers a clearer understanding of the results of data-driven attribution prior to switching to it. The tool is designed to assist advertisers feel more confident about switching attribution designs.

Data-Driven Attribution Simulation Tool

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

Marketers can use this tool to see how data-driven attribution will impact their accounts prior to quiting their present attribution design.

Google’s post continues:

“As with any account change, knowing what to expect is crucial. That’s why we will quickly be introducing a simulation tool to eligible advertisers that will allow you to see how automatic bidding would have reacted to data-driven attribution over the last 7 days. This will assist you comprehend the results of data-driven attribution on your account before making the switch.”

Data-Driven Attribution For More Ad Types

Google is expanding data-driven attribution to more kinds of advertisements, starting with app conversions and later adding support to Discovery ads:

“Last but not least, we’re continuing to bring data-driven attribution to more marketers and more ad types. Historically, data-driven attribution has actually supported Browse, Shopping, Display and Buy YouTube Subscribers ads. We are expanding our assistance to app conversions and will begin supporting Discovery formats (including those in Efficiency Max) next year.

We are devoted to assisting you more accurately measure your campaign objectives, and to give you the tools you require to succeed. With continued improvements in artificial intelligence and automation, you can feel more confident utilizing data-driven attribution to deliver positive marketing outcomes.”

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