Google is making it simple to switch to data-driven attribution for Google Advertising campaigns and letting advertisers see how it will impact projects before switching.
Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. Nevertheless, marketers might be reluctant to change their favored attribution model due to unpredictability about how it will impact performance.
In an article, Google advocates for changing to data-driven attribution, stating advertisers usually experience a boost in conversions compared to their current attribution design:
“Marketers who change to data-driven attribution from another attribution design usually see a 6% average increase in conversions. With data-driven attribution, artificial intelligence algorithms assign fractional credit to client touch points which might have previously been underestimated. Smart Bidding can then respond to these chances, 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 new tool that will provide advertisers a clearer understanding of the results of data-driven attribution prior to switching to it. The tool is created to help advertisers feel more positive about switching attribution models.
Data-Driven Attribution Simulation Tool
Google is releasing a brand-new tool to simulate how automatic bidding would have reacted to data-driven attribution over the previous 7 days.
Advertisers can utilize this tool to see how data-driven attribution will affect their accounts prior to giving up their current attribution design.
Google’s blog post continues:
“Just like any account change, understanding what to anticipate is crucial. That’s why we will soon be releasing a simulation tool to eligible advertisers that will enable you to see how automatic bidding would have responded to data-driven attribution over the last 7 days. This will help you understand the impacts 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 types of advertisements, beginning with app conversions and later on including support to Discovery ads:
“Lastly, we’re continuing to bring data-driven attribution to more marketers and more advertisement types. Historically, data-driven attribution has supported Search, Shopping, Show and Buy YouTube Subscribers advertisements. We are broadening our support to app conversions and will begin supporting Discovery formats (consisting of those in Performance Max) next year.
We are devoted to helping you more precisely measure your project goals, and to give you the tools you need to prosper. With continued improvements in artificial intelligence and automation, you can feel more confident using data-driven attribution to deliver favorable marketing results.”
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